Gen Z’s digital scrutiny prompts brands to sharpen claims, disclosures

As Gen Z audiences become more vocal on social media, brands appear to be taking a closer look at how product claims are communicated online. Across categories such as beauty, wellness, food and fashion, marketers are increasingly mindful about exaggerated benefits, heavily edited visuals and loosely worded promises, with many opting for clearer disclaimers and more carefully framed messaging.

For marketers, this reflects a gradual shift in how brands approach digital communication. Gen Z, having grown up in a social-first environment, often engages actively with brand content, discussing products in comments, reels, review threads and other online communities. In some cases, questionable claims or unrealistic portrayals can trigger conversations that spread quickly across platforms.

This growing scrutiny is also reflected in regulatory data. Manisha Kapoor, CEO and Secretary General of the Advertising Standards Council of India (ASCI), told e4m that complaints and scrutiny around advertising claims have been rising. Digital media accounts for 98% of violations so far this financial year, up from 95% in 2024–25, according to ASCI’s Annual Complaints Report. While stronger proactive monitoring has driven part of the increase, she noted that more consumers are also speaking up against misleading claims.

“Although we do not track the age of complainants, it is likely that digitally-native audiences are more aware, more vocal and quicker to question exaggerated or misleading claims on social media,” Kapoor added. 

ASCI noted that voluntary digital compliance has risen to 85% so far this financial year, up from 81% in 2024–25. Uncontested cases have increased to 62% from 59%, indicating greater willingness among advertisers to modify or withdraw ads following ASCI’s recommendations. Compliance among influencers has also improved, rising from 83% to 87% in the same period.

Brands’ POV

Against this backdrop of rising scrutiny, industry observers say some brands are strengthening internal checks before campaigns go live, with marketing teams working more closely with legal and compliance teams on product claims. The change is particularly visible in categories like skincare, nutrition, fitness and personal care, where brands are adding clearer disclaimers and being more cautious with absolute claims such as “guaranteed” or “instant.”

Chirag Taneja, Co-Founder & CEO, GoKwik said, “A few years ago, brand communication especially in digital commerce was largely aspirational and campaign-centric. Today, the pendulum has moved towards authenticity, driven largely by how consumers engage with content rather than how brands broadcast it.”

At GoKwik, the shift is visible through what it calls the “ROI imperative”, as brands seek clearer accountability for every rupee spent rather than chasing only top-of-funnel impressions. With the consumer journey shortening due to quick commerce and social-led discovery, relatable communication is increasingly seen as more effective than highly polished messaging. The company notes that digitally native audiences, especially Gen Z and Millennials, tend to favour solution-led, authentic content, prompting brands to experiment with founder-led videos, behind-the-scenes storytelling and community engagement to reduce friction and drive conversions.

More broadly, marketers say the evolving social media environment is pushing brands to balance creativity with credibility, as online conversations increasingly shape brand perception. Gen Z, in particular, tends to actively scrutinise product claims, compare reviews and share experiences publicly, with communities on platforms like Instagram, YouTube and Reddit often dissecting viral claims quickly.

“Consumer skepticism is at an all-time high, and rightly so. In 2025 and 2026, transparency isn't just a "nice-to-have"; it's a survival requirement,” said Prabhu Gandhikumar, Founder & CEO of South-based TABP Snacks and Beverages. 

He added that with ASCI tightening guidelines on influencer disclosures and health claims, brands are placing greater emphasis on clearer communication and disclosures. The shift is also reflected in how some companies approach transparency. For instance, The Whole Truth Foods has built its marketing around prominently displaying ingredients on packaging, while fintech players such as Razorpay and Zerodha increasingly focus on explaining product features, security protocols and even service disruptions to build consumer trust.

Kumar Binit, CEO of airpay money, said consumer trust today is increasingly shaped by relatability and honesty rather than dramatic claims. He noted that younger, financially aware audiences prioritise substance and authenticity, making credibility more important than showmanship in fintech. Clear benefits, practical tools and realistic outcomes tend to resonate more than overpromising claims.

Binit said, “Rather than relying on dramatic positioning, airpay money builds trust through consistency, transparency, and the delivery of real value throughout users’ financial journeys with a goal of making them financially fit.”

This was further reiterated by Megha Agarwal, Chief Marketing Officer, Bengaluru-based Table Space said, “Dramatic, one-sided brand claims don't just underperform today; they actively damage brand equity. Trust is no longer built in a single campaign moment. It is built through consistent communication, delivered with transparency, that genuinely addresses what the consumer or client actually needs, not what the brand wants them to believe.”

She added that in high-consideration categories like enterprise real estate, decision-makers prioritise clarity and reliability over bold creative, as workspace choices impact employees, operations and long-term costs. At Table Space, this approach translates into campaigns built around real client stories and educational content, with communication focused on reliability, flexibility and measurable outcomes to build long-term trust.

Influencers under the radar

The shift toward greater transparency is also reshaping influencer marketing. Prashant Puri, CEO, AdLift, explained that influencer campaigns are increasingly becoming compliance- and performance-driven. Brands are using structured briefs with disclosure requirements and approved claims, while encouraging influencers to highlight realistic use cases rather than exaggerated transformations, particularly in regulated categories.

Puri added that data consistently shows user-generated content and peer reviews drive higher engagement and conversion than polished brand advertising, with multiple industry studies indicating that consumers are significantly more likely to trust content created by other users than traditional ads.

“We’re also entering the “Answer Economy.” If AI tools and search engines are summarizing your brand in a few lines, credibility matters. Clear positioning, consistent messaging, and realistic benefits travel further than over-the-top promises,” he said. 

“The era of “just say you love it” is over. With ASCI scrutiny and growing consumer skepticism, influencer briefs are tighter. Clear disclaimers, realistic demonstrations, and no inflated claims,” said Janhavi Iyer, Vice President, Brand Communications, Gozoop Creative. 

She added that influencer marketing works best when creators genuinely believe in the product, as their conviction drives community trust. At Gozoop, campaigns aim to retain this authenticity as consumers increasingly cross-check claims and the trend of “de-influencing” grows. She noted that comment sections often act as public audits, where exaggerated claims are quickly called out, making transparency an important safeguard for brands.

Kapoor noted that influencer-led promotions account for a significant share of complaints. So far this financial year, ASCI has processed 1,507 influencer ads, of which 98% required modification, largely due to non-disclosure or misleading claims.

She added that the fast-moving, high-volume nature of social media often blurs the line between editorial and paid promotion, making oversight more continuous through proactive monitoring. Consumers are also increasingly tagging ASCI directly on social platforms to flag potential violations, allowing the regulator to review and process cases more quickly.

Thus, as social media conversations increasingly shape brand perception, marketers say the balance between creativity and credibility is likely to become even more critical. In an environment where claims are quickly scrutinised by consumers, regulators and online communities alike, brands may find that transparency, consistency and evidence-backed messaging travel further than exaggerated promises.