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Celeb endorsers, advertisers to be liable for misleading ads under new guidelines: Report

Under the Consumer Protection Act, the Consumer Affairs Ministry has drafted the first-ever government guidelines, which will be applicable to advertising across all modes

e4m by exchange4media Staff
Updated: Sep 4, 2020 1:59 PM
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The Consumer Protection Act will be coming down heavily on comparative advertising, which is not based on facts, is inaccurate or can't substantiate its claims, say recent media reports. These ads will be treated as misleading and even the celebrities endorsing the products in these ads will be held accountable.  They will have to ensure that the claims made by such products can be substantiated.

Under the Consumer Protection Act, the Consumer Affairs Ministry has drafted the first-ever government guidelines, which will be applicable to advertising across all modes. Media reports suggest that the Ministry will officially release the guidelines within a month.


The idea is to protect consumers from misleading ads and will hold the manufacturer, service provider, ad agency and endorsers responsible, say reports.

The advertisers will have to back any claims about the product or service they make with scientific evidence, failing which the ads will be termed as misleading.  As per the new guidelines, advertisers will have to take prompt action to rectify product failures, which should be within acceptable limits.

Reports also say that the guidelines also warn against copying other advertisements with respect to presentation, music, copy or slogans to mislead the consumer.

Comparative advertisements, which compare products to those of competitors, will be allowed only the nature of comparisons is factual, accurate and capable of being substantiated.

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