Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource WOW Skin Science: strategic adaptation for responsible advertising Subject The topic of the resource Consumer behavior; Digital marketing; Regulations Description An account of the resource Learning outcomes: After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing. Case overview/synopsis: This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCIs guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonists role. Complexity academic level: This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2024, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Kanaveedu A.; Kalapurackal J.J.; Elangovan N.; Sinha M.; Nagpal M. Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies, Vol-14, No. 3, pp. 1-32. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-03-2024-0103" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-03-2024-0103</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85201807181&amp;doi=10.1108%2FEEMCS-03-2024-0103&amp;partnerID=40&amp;md5=5e91984e895780228cde034821cdcda4" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85201807181&amp;doi=10.1108%2fEEMCS-03-2024-0103&amp;partnerID=40&amp;md5=5e91984e895780228cde034821cdcda4</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20450621 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kanaveedu A., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India; Sinha M., School of Business and Management, Christ University, Bengaluru, India; Nagpal M., Department of Marketing, Indian Institute of Management Bangalore, Bangalore, India