NEW DELHI: The Department of Consumer Affairs under Ministry of Consumer Affairs, Food and Public Distribution recently 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.
It was released by Rohit Kumar Singh, Secretary in the Department of Consumer Affairs, in response to the rapidly growing digital world, where advertisements are no longer limited to traditional media like print, television, or radio.
With the increasing reach of digital platforms and social media, such as Facebook, Twitter and Instagram, there has been a rise in the influence of virtual influencers, in addition to celebrities and social media influencers. This has led to an increased risk of consumers being misled by advertisements and unfair trade practices by these individuals. The ‘Endorsement Know-hows!’
specify that disclosures must be prominently and clearly displayed in the endorsement, making them extremely hard to miss. Any celebrity, influencer or virtual influencer who has access to an audience and can influence their purchasing decisions or opinions about a product, service, brand, or experience must disclose any material connection with the advertiser.
This includes not only benefits and incentives, but also monetary or other compensation, trips or hotel stays, media barters, coverage and awards, free products, discounts, gifts and any family or personal or employment relationship.
Endorsements must be made in simple, clear language and terms like ‘advertisement’, ‘sponsored’, or ‘paid promotion’ can be used.
