The Department of Consumer Affairs under Ministry of Consumer Affairs, Food and Public Distribution has released a guide ‘Endorsements Know-hows!’ for celebrities, influencers and virtual influencers on social media platforms.
The guide aims to ensure that individuals do not mislead their audiences when endorsing products or services and that they are in compliance with the Consumer Protection Act and any associated rules or guidelines.
Individuals/groups who have access to an audience and the power to affect their audiences' purchasing decisions or opinions about a product, service, brand or experience, because of the influencer's/celebrity's authority, knowledge, position, or relationship with their audience.
Famous personalities, including but not limited to entertainment or sports industry who have the power to affect the decisions or opinions of their audience.
Creators who advertise products and services with a strong influence on the purchasing decisions or opinions of their audience.
Fictional computer generated ‘people’ or avatars who have realistic characteristics, features and personalities of humans, and behave in a similar manner as influencers.
When there is a material connection between an advertiser and celebrity/influencer that may affect the weight or credibility of the representation made by the celebrity/influencer.
Celebrities/influencers are advised always to review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement.
It is also recommended that the product and service must have been actually used or experienced by the endorser.
A prominent eCommerce entity reached out to celebrities and influencers to engage them to promote their products where the eCommerce entity asked them to wear clothes of certain brands and make content for online platforms.
The celebrities and influencers posted content online and most of them didn 't disclose their material connection with the eCommerce entity and it appeared as if the celebrities and influencers were promoting those brands without any bias.
In case celebrities and influencers don't disclose their material connection, their opinion may be inferred as biased and/or misleading. However, if celebrities and influencers disclosed their material connection, the consumers will be able to make an informed decision.
Click Here to access the complete Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements.
Source : Ministry of Consumer Affairs, Food & Public Distribution
Last Modified : 1/27/2023
The Department of Consumer Affairs vide the Legal ...
This topic provides information on points to consi...
Provides information about Mobile App for price mo...
Provides information about Guidelines for Preventi...