Editorial Guidelines

STAY YOUNG

Editorial Guidelines

stayyoung. in

Version 1.0 | Effective Date: 14 July 2026 | Times Internet Limited

These Editorial Guidelines govern all content published on stayyoung. in across its verticals — Skin Care, Hair Care, Body Care, Face Care, Non-Invasive Treatments, Dermatology, Dental, and Wellness — including staff-written, freelance, syndicated, and sponsored content. All contributors, editors, and partners producing content for Stay Young are required to comply with these guidelines as a condition of publication. These Editorial Guidelines establish the minimum editorial and legal standards applicable to publication on Stay Young. They supplement, and do not replace, applicable law, internal company policies and editorial judgment.

Stay Young content is published subject to, and must remain compliant with, the following Indian legal and regulatory frameworks:

Information Technology Act, 2000 & IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 — Requires compliance with applicable due diligence obligations for digital publishers, including grievance redressal mechanism, lawful content moderation, and compliance with content takedown within given timelines.

Digital Personal Data Protection Act, 2023 (DPDPA) — Applies to the collection, use, storage and processing of any reader data, including registrations, comments, skin/hair-type quizzes, contests, newsletter sign-ups, and other interactive features.

Copyright Act, 1957 — Protects literary, artistic and photographic works. Governs image and text sourcing and the limits of permissible fair use, and requires that all text, images, videos and other third-party content (including before-and-after treatment photography) must be lawfully obtained through a license, permission or other lawful means, attributed where required, or otherwise used in accordance with copyright law.

Consumer Protection Act, 2019 & CCPA Guidelines on Misleading Advertisements — Critical for skin, hair, body-contouring and anti-ageing content, and for all sponsored/affiliate content, given the prevalence of transformation and results-based claims on this vertical.

Consumer Protection (Endorsements for Misleading Advertisements) Guidelines, 2022 and the ASCI Code for Self-Regulation of Advertising — Regulates misleading advertisements, endorsements, product and treatment claims, affiliate content and sponsored content, including ASCI's specific guidance on cosmetic, wellness and health-related advertising and the use of before-and-after imagery.

Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 — Directly relevant to hair-loss, skin-condition, weight-loss and anti-ageing content (e.g., claims of “permanent hair regrowth,” “reverse ageing,” unverified cure claims). Prohibits advertisements and claims relating to the diagnosis, cure, mitigation or prevention of specified diseases and conditions. Editorial content must not make false, misleading or unsubstantiated efficacy, safety or health claims, particularly where such content could reasonably be perceived as promoting a specific product, treatment or provider.

Drugs and Cosmetics Act, 1940 & Cosmetic Rules, 2020 — Governs claims made about cosmetic products, skin and hair-care formulations, and topical treatments referenced in editorial content; content must not attribute drug-like curative properties to cosmetic products.

National Medical Commission Act, 2019 and applicable professional-conduct regulations for registered medical practitioners — Restrict advertising and solicitation by doctors and cosmetic surgeons. Editorial content referencing named practitioners, clinics or hospitals must not function as promotional advertising or unauthorized solicitation on their behalf.

Dentists Act, 1948 and applicable Dental Council of India regulations — Impose similar restrictions on professional advertising for dental practitioners and clinics; relevant to all Dental vertical content.

Clinical Establishments (Registration and Regulation) Act, 2010 (where applicable) — Relevant where content references specific clinics, hospitals or treatment centres offering surgical or non-invasive procedures.

Press Council of India Norms of Journalistic Conduct — Persuasive (not binding); referenced as good editorial practice. Sets recognised standards of ethical journalism relating to accuracy, fairness, privacy, responsible reporting and corrections.

Mental Healthcare Act, 2017 — Establishes the rights of persons with mental illness to dignified, non-discriminatory treatment. Relevant to framing of body-image, self-esteem and Wellness content so as not to stigmatize, trivialize, or misrepresent mental illness, disordered eating, or body dysmorphia.

Indecent Representation of Women (Prohibition) Act, 1986 — Relevant to framing and imagery across Body, Skin and Face content. Prohibits the indecent representation of women in any publication, advertisement, writing, image or other material. Editorial content, including headlines, images, videos, illustrations and promotional material, must not depict women in a derogatory, objectifying, sexually explicit or stereotypical manner, or otherwise undermine their dignity or modesty.

• No specific medical claims, guaranteed cures, or claims of permanent results regarding skin conditions (e.g., acne, pigmentation, eczema, psoriasis) may be published without citing a qualified dermatologist or peer-reviewed study. Even where sourced, such content must be written as general information and not as personalised medical advice.
• Content must not diagnose a reader's skin condition or prescribe a specific treatment; readers must be directed to consult a qualified dermatologist for anything beyond general skin-care tips.
• Skin-lightening or skin-whitening content must not make unsubstantiated efficacy claims and must not promote colourism or imply that lighter skin is inherently more desirable.
• Every article carrying a treatment or product efficacy claim must carry the mandatory disclaimer set out below.

Mandatory Disclaimer Text: "This article is for informational purposes only and is not a substitute for professional dermatological advice. Do not ignore or delay professional medical advice because of information in this article."

• No guaranteed-result claims for hair regrowth, hair transplants, or hair-loss treatments (e.g., “regrow hair in 7 days”) may be published; baldness and hair-loss conditions fall within the scope of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, and such claims create direct legal exposure.
• Home remedies (oils, Ayurvedic preparations, DIY masks) must not be presented as a substitute for professional consultation where hair loss is progressive, sudden, or medically significant (e.g., alopecia areata).
• Content discussing hair transplant procedures must carry the mandatory disclaimer set out below and must direct readers to a qualified, licensed practitioner.

Mandatory Disclaimer Text: "This article is for informational purposes only and is not a substitute for professional medical or trichological advice. Do not ignore or delay professional medical advice because of information in this article."

• Content on body contouring, weight loss, fat reduction, or slimming treatments must not carry claims of guaranteed or specific quantified results (e.g., “lose 5kg in a week”) without citing sourced clinical evidence, consistent with CCPA Guidelines on Misleading Advertisements.
• Content must avoid body-shaming, framing or language that stigmatizes body shape, size or weight, and must not encourage extreme, rapid, or unsupervised weight-loss practices.
• Before-and-after transformation content must comply with Section 3.13 (Before-and-After Imagery & Visual Representation).

• No false or misleading claims regarding anti-ageing, wrinkle reduction, or “reversing” the signs of ageing may be published without citing a qualified source; claims such as “removes wrinkles permanently” are prohibited unless supported by a cited clinical study and framed with appropriate caveats about individual variation.
• Facial-hair-removal and skin-texture content must not overstate permanence of results from non-clinical or at-home methods.

• Content covering injectables (e.g., botulinum toxin, dermal fillers), laser treatments, thread lifts, cosmetic or plastic surgery must not encourage self-administration, at-home versions, or unsupervised use of clinical-grade products or devices.
• Content must not name or promote a specific unlicensed provider and must not function as advertising for a particular doctor, clinic or hospital (see Section 3.14).
• Where a procedure is described in meaningful detail, the content must include a general indication of associated risks or side effects and must direct readers to consult a licensed, qualified medical practitioner before undergoing any procedure.
• Every article in this category must carry the mandatory disclaimer set out below.

Mandatory Disclaimer Text: "This article discusses cosmetic or surgical procedures for informational purposes only. All such procedures carry risks and should only be undertaken after consultation with a licensed, qualified medical practitioner."

• No specific diagnostic or treatment advice for dental or oral-health conditions may be published; content must direct readers to consult a licensed dentist for anything beyond general oral-care tips.
• Claims regarding teeth whitening, aligners, veneers, or implants must not guarantee specific outcomes or timelines.
• Every Dental article carrying a treatment claim must carry the mandatory disclaimer set out below.

Mandatory Disclaimer Text: "This content is not a substitute for professional dental advice, diagnosis, or treatment. Do not ignore or delay professional dental advice because of information in this article."

• No specific medical claims, dosages, or “cures” may be published without citing a qualified source (a doctor or peer-reviewed study). Even where sourced, such content must be written as general information and not as personalised medical advice.
• Home remedies, supplements, or alternative medicine (Ayurveda, homeopathy, detox regimens, etc.) must not be presented as a substitute for professional medical advice; readers must be directed to consult a qualified professional before making health decisions.
• Content touching on body image, disordered eating, or restrictive diets must avoid promoting extreme or unsafe practices and must be framed responsibly, consistent with the Mental Healthcare Act, 2017.
• Sensitive topics (mental health, eating disorders, self-harm) must include helpline information and avoid triggering detail, consistent with platform-wide wellbeing policy.
• Every Wellness article carrying a health claim must carry the mandatory disclaimer set out below.

Mandatory Disclaimer Text: "This article is for informational purposes only and is not a substitute for professional medical advice. Do not ignore or delay professional medical advice because of information in this article."

• Third-party social media content (including videos, images, reels and user-generated content) must be used only in accordance with applicable law, platform terms, licensing requirements or the creator's permission, as applicable.
• Public availability of social media content does not, by itself, constitute consent for broader editorial use.
• Editorial teams must respect the privacy and dignity of identifiable individuals and avoid publishing unnecessary personal information, particularly where content relates to a person's physical appearance or medical history.
• Headlines, captions and editorial commentary must accurately reflect the original content and context and must not attribute unverified facts or make misleading, defamatory or sensational claims.
• Where the authenticity or context of viral content (including viral “transformation” or “procedure reveal” content) cannot be independently verified, it must not be presented as established fact.

• No unverified claims about a real person's private life, including speculative claims that a celebrity or influencer has (or has not) undergone a specific cosmetic or surgical procedure; such content must be clearly framed as speculation, not fact.
• Content must not imply a celebrity's or influencer's endorsement of a product, treatment, clinic or practitioner without confirmed authorization.
• Before-and-after images of real, identifiable individuals used in speculative or comparison content must not be manipulated or presented out of context, and must comply with Section 3.13.

• All sponsored/branded content must be labelled “Sponsored,” “Advertorial,” or “In partnership with” — with no ambiguity — per the Consumer Protection (E-Commerce) Rules and ASCI guidelines.
• Affiliate links (product recommendations, “best of” lists for skincare, haircare, grooming devices, supplements, etc.) must carry an affiliate disclosure statement.
• Editorial and commercial content must remain visually and structurally distinguishable. All material connections or paid promotions must be appropriately disclosed; all sponsored content, affiliate articles, product reviews, endorsements, influencer collaborations, and branded or promotional content must use labels such as 'Advertisement', 'Sponsored', 'Paid Partnership' or '#Ad/#Sponsored', as appropriate, and must comply with applicable disclosure requirements under law and the ASCI Code.
• Sponsored content promoting a specific clinic, practitioner, or treatment package must additionally comply with Section 3.14 (Medical & Practitioner Promotion) and must not overstate outcomes.

• Comment moderation policy must screen for hate speech, harassment, defamatory statements, and content violating the IT Rules, 2021 (Intermediary Guidelines and Digital Media Ethics Code).
• Interactive quizzes (e.g., skin-type, hair-type, or wellness-routine quizzes) that collect personal data must carry a clear consent notice at the point of collection, stating what is collected and how it will be used, per the DPDPA, 2023.
• Comment sections must be subject to appropriate content moderation measures, including automated tools and/or human review, to identify and address hate speech, harassment, defamatory or other prohibited content consistent with Section 7 (Prohibited Content). An accessible mechanism must be available for readers to report objectionable content for review.

• Before-and-after images used to depict treatment outcomes (skin, hair, body, face, dental or surgical) must be accurately captioned and must not be presented as guaranteed or typical results unless accompanied by a clear disclosure that individual results vary.
• Digitally altered, filtered, or retouched images must not be presented as unedited depictions of real treatment outcomes.
• Use of images of identifiable patients requires documented consent; special caution must be exercised with images of minors, and such images must not be used without verified parental/guardian consent.
• Comparative imagery must not be used in a manner that exaggerates results so as to mislead readers, consistent with CCPA Guidelines on Misleading Advertisements and the ASCI Code.

• Content must not function as an advertisement for, or unauthorized solicitation on behalf of, any individual doctor, cosmetic surgeon, dermatologist, dentist, clinic or hospital, consistent with the professional-advertising restrictions applicable to registered medical practitioners and dentists in India.
• Quotes or citations attributed to medical practitioners must be accurately sourced and must not be used in a manner that amounts to promotional endorsement of a specific commercial establishment, unless the content is clearly labelled as sponsored (see Section 3.10).
• Content must not claim or imply that a specific practitioner or clinic guarantees particular outcomes.

• No plagiarism. Syndicated wire content must meet a minimum rewrite/paraphrase standard.
• AI-assisted content must be human reviewed and fact-verified, checked prior to publishing. AI involvement must be disclosed in accordance with internal policy.
• Images must be licensed or stock-cleared. Unauthorized use of copyrighted photography, including before-and-after clinical imagery, without rights clearance is prohibited.
• No publishing of private individuals' personal data (address, phone number, medical records, minors' identities) without consent or overriding public interest, consistent with the DPDP Act, 2023. Special caution must be exercised with images of minors, patients, and individuals depicted in medical or treatment contexts.

Mandatory under the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021:

• A designated Grievance Officer must be appointed, with name and contact details published on the site.
• Takedown or court-order requests received at the editorial desk must be routed to Legal for review and action; editorial staff must not action such requests unilaterally.
• Complaints must be acknowledged within 24 hours and resolved within 15 days. All complaints, notices, takedown requests, moderation decisions and actions taken must be documented and retained for a minimum period of 180 days, or such longer period as may be required under applicable law or internal record retention policies.
• Content flagged under a court or government order must be taken down within 36 hours unless specified for immediate or shorter time period specified under such order.

• Factual errors must be corrected promptly, with a visible correction note and timestamp.
• Silent edits that materially change a published claim are not permitted.
• Content identified by editors, moderators or automated monitoring systems as prima facie unlawful, misleading, defamatory or otherwise violative of these Guidelines must be escalated immediately and reviewed within 24 hours.

The following categories of content are prohibited across all Stay Young verticals:

• Hate speech and misinformation
• Content promoting self-harm, disordered eating, or extreme, unsafe body-modification or weight-loss practices
• Defamatory statements about identifiable individuals, including unverified claims about a person's cosmetic or surgical history
• Unverified medical claims presented as fact, including guaranteed cosmetic, surgical, or treatment outcomes
• Content advertising or soliciting on behalf of unlicensed practitioners or unregistered clinical establishments
• Plagiarized material

Approved for publication as the governing editorial policy for stayyoung. in.

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