edited by: Mohammad Haris
Last Update: January 22, 2023, 15:38 IST
The purpose of the guide is to ensure that individuals do not mislead their audience when endorsing products or services and that they are in compliance with the Consumer Protection Act.
The Ministry of Consumer Affairs states that any celebrity or influencer must disclose any material relationship with the advertiser, and words such as ‘advertisement’, ‘sponsored’, or ‘paid promotion’ may be used.
The Ministry of Consumer Affairs has issued a guide on brand endorsement by celebrities and social media influencers. It states that any Celebrity, Influencer or Virtual Influencer must disclose any material relationship with the advertiser. It states that disclosures must be prominently and clearly displayed in support, making them extremely difficult to miss.
Guide ‘Endorsements Know-How!’ Releasing the ministry said the disclosures include not only benefits and incentives but also monetary or other compensation, trips or hotel stays, media barters, coverage and prizes, free products with or without conditions, discounts, gifts and any family or personal or employment relationship.
“The objective of the guide is to ensure that people do not mislead their audience while endorsing products or services and that they are in compliance with the Consumer Protection Act and any relevant rules or guidelines,” the ministry said.
It states that advertisements must be made in simple, clear language and may use words such as “advertisement”, “sponsored”, or “paid promotion”. They should not endorse any product or service and service in which due diligence has not been done. done by them or that they have not personally used or experienced.
The guide has been issued in line with the guidelines laid down by the Consumer Protection Act of 2019. The Act has established guidelines to protect consumers from unfair trade practices and misleading advertisements. The Department of Consumer Affairs has published the Guidelines for Prevention of Misleading Advertisements and Support for Misleading Advertisements, 2022 on 9th June 2022.
These guidelines outline the criteria for valid advertisements and the responsibilities of manufacturers, service providers, advertisers and advertising agencies. These guidelines also touched celebrities and endorsers. It states that misleading advertisement in any form, format or medium is prohibited by law.
The press conference to release the guidelines was attended by several social media influencers and agencies through video conferencing. The industry has appreciated and supported the release of these guidelines. He said that this would further strengthen the industry and protect consumer interests.
With the growing reach of digital platforms and social media such as Facebook, Twitter and Instagram, there has been a rise in the influence of virtual influencers apart from celebrities and social media influencers. This has increased the risk of consumers being misled by advertisements and unfair trade practices by these persons on social media platforms.
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