Social media influencers and digital marketers could face the head as the onus of ensuring the veracity of claims made in advertisements could fall upon them soon.
The draft guidelines called Central Consumer Protection Authority (Prevention of Misleading Advertisements and Necessary Due Diligence for Endorsement of Advertisements) Guidelines, 2020 was issued by the Central Consumer Protection Authority for the prevention of false or misleading advertisements and the due diligence to be carried out for endorsements.
The government’s draft new guidelines targeted to prevent misleading advertisements has an entire section on due diligence to be made by endorsers. It has sought feedback on the guidelines before September 18.
“When a celebrity endorses something, the understanding is that consumers take it with some kind of authenticity. Therefore, what are the safeguards that celebrities need to take into account, and what are the expectations from them — has been explained,” said Leena Nandan, Secretary, Department of Consumer Affairs.