hyppe

Content & Disclosure Guidelines

These Content & Disclosure Guidelines explain how brands and creators are expected to act on Hyppe (https://hyppe.in) and in the content they create together. They form part of our Terms of Service. They are designed to help you follow the Advertising Standards Council of India (ASCI) Guidelines for Influencer Advertising in Digital Media and the Department of Consumer Affairs' "Endorsements Know-hows!" guidance (January 2023), but they do not replace them. Brands and creators are each responsible for complying with those guidelines and with advertising and consumer protection law, including the Consumer Protection Act, 2019.

Effective date: [effective date]

For creators

Be honest about your reach

Report your followers, subscribers, views and engagement accurately, and keep them up to date. Never buy followers, likes, views or comments, use bots, or join schemes that fake engagement.

Disclose every collaboration

Every collaboration you find through Hyppe is a material connection with the brand, whether you are paid, receive a free product, or both. Disclose it every time, in a way your audience cannot miss:

  • Use a clear label, such as #ad, #collab, #sponsored or #partner, or words such as "Advertisement", "Sponsored" or "Paid partnership". We also recommend turning on the platform's paid-partnership tool.
  • Put it upfront, at the start of the caption where people see it without tapping "more", never buried among other hashtags or links.
  • On images and Stories, place the label on the image or video itself, clearly visible on every frame that features the brand.
  • In videos, including Reels, Shorts and YouTube videos, disclose in the video itself, on screen and preferably out loud as well, not only in the caption or description. Keep it on screen long enough to be read; ASCI's guidelines set minimum durations based on video length.
  • In Lives, announce the partnership at the start, and keep a label visible or repeat it regularly throughout.
  • Use simple language that your audience understands, ideally the language of your content.

Good disclosure looks like:

  • A caption that begins "#ad Tried @brand's new sunscreen for two weeks. Here is my honest review", with the paid-partnership label turned on.
  • A Reel that shows "Paid partnership with @brand" on screen in its opening seconds, with the creator saying that the video is sponsored.

Not enough:

  • A single #ad hidden at the end of a long list of hashtags.
  • A disclosure only in a YouTube description or a pinned comment.
  • Vague or abbreviated tags such as #sp, #spon or #thanks.

Be honest in reviews and claims

  • Use a product or service yourself before you review or recommend it.
  • Share your genuine opinion. Don't make claims you know or suspect to be false, and don't repeat claims such as "clinically proven" unless the brand can back them up. Ask for proof if you are unsure.
  • Don't use filters or edits that exaggerate what a product does, especially for beauty and personal care products.
  • If you promote financial products or investments, or talk about health, medicine or nutrition, meet any registration or qualification requirements that apply to you (for example, SEBI registration for investment advice) and disclose them as required.
  • Don't use AI-generated or heavily edited images, voices or avatars in a way that misleads your audience, and never depict a real person without their consent.

Deliver what you agreed

  • Deliver on time and follow every campaign term, including hashtags, mentions, links, language, video length and approval before posting.
  • Keep posts live, with the brand's mentions, links and disclosure intact, for the number of days agreed.
  • Respect the exclusivity period: don't promote competing brands or products while it runs.
  • Use the brand's logos, product images, briefs and unreleased information only for the collaboration, and don't repost or share them beyond what the brand allows.
  • Use only content you own or are licensed to use, including music. Get permission from anyone who appears in your content, and from a parent or guardian for any child.

For brands

  • Write clear, lawful briefs. State all deliverables, pay, due dates, usage rights and other campaign terms upfront, with no hidden conditions.
  • Never ask creators to hide a disclosure, shrink or remove it, or present paid content as their own unprompted opinion.
  • Don't ask for misleading claims. Have evidence for every claim in your brief, and share it if a creator asks.
  • Pay on time. Pay within 3 days of approving a delivery, and record the payment accurately. Overdue payments are flagged and shown in your on-time payment record.
  • Respect usage rights. Use creator content only within the agreed rights and duration, and only after you have paid for it.
  • Respect revision limits. Keep change requests within the agreed rounds and the original brief. Anything extra needs the creator's agreement.
  • Don't ask for unpaid work, such as free "test" videos, extra deliverables or work outside Hyppe, as a condition of hiring or payment.
  • Protect creators' data. Use payout details and addresses only for the collaboration, and ship any products at your own cost.

For everyone

  • Communicate respectfully. Harassment, threats, hate speech, discrimination and sexual comments are not allowed.
  • Never ask for or share passwords, OTPs, UPI PINs or card details. To receive a payment, a creator only needs to share a UPI ID, or a bank account number and IFSC.
  • Keep each collaboration's terms, deliveries, approvals and payment records on Hyppe, so that there is a clear record if something goes wrong.

Prohibited categories

Campaigns and content on Hyppe must not promote:

  • betting, gambling or real-money online games, including through surrogate advertising;
  • tobacco products, e-cigarettes or vapes, or alcohol (including surrogate advertising), wherever their promotion is prohibited by law;
  • sexually explicit content or adult services;
  • illegal drugs or controlled substances, prescription-only medicines, or products that claim to cure diseases in ways the law does not allow;
  • weapons, ammunition or explosives;
  • counterfeit, pirated or stolen goods;
  • pyramid, Ponzi or money-circulation schemes, or financial products and crypto assets without the registrations and disclaimers that the law requires;
  • fake followers, engagement or reviews; or
  • hate, violence, content harmful to children, or anything else that is illegal in India.

Reporting a problem

To report a user, a campaign or a piece of content, email admin.hyppe@gmail.com with the names involved, links and screenshots. You can also write to our Grievance Officer, [Grievance Officer name], at [grievance email]. Complaints are acknowledged within 24 hours and resolved within 15 days. Please don't retaliate against anyone who reports a concern in good faith.

Enforcement

Hyppe does not review every post before it is published, but we act on what we find and on the reports we receive. Depending on how serious or repeated a breach is, we may issue a warning, remove content or campaigns, restrict features, or suspend or terminate accounts. Serious or illegal conduct may lead to immediate action and, where the law requires, a report to the authorities. Late deliveries and late payments also show in track records. If you disagree with a decision, contact our Grievance Officer.