The government issues a handbook titled “Endorsements Know-Hows!” for celebrities, influencers, and virtual influencers on social media platforms. In order to comply with the Consumer Protection Act and any related regulations or recommendations, the guidance strives to make sure that people do not deceive their audiences when recommending goods or services.
Sh. Rohit Kumar Singh, Secretary, DoCA, Govt of India chaired a Press Conference to release "Endorsements Know hows – for Celebrities, Influencers and Virtual Influencers for social media platforms. It specifies ‘WHO, WHEN And HOW TO DISCLOSE’ in any endorsement. pic.twitter.com/0I4q7sDKSS
— Consumer Affairs (@jagograhakjago) January 20, 2023
Rohit Kumar Singh, Secretary Department of Consumer Affairs released the “Endorsement Know-hows!” in response to the rapidly growing digital world, where advertisements are no longer limited to traditional media like print, television, or radio.
The power of influencers, in addition to celebrities and social media influencers, has grown with the expanding reach of digital platforms and social media, such as Facebook, Twitter, and Instagram.
The “Endorsement Know-hows!” specify that disclosures must be prominently and clearly displayed in the endorsement, making them extremely hard to miss.
Any influencer who has access to an audience and who has the power to affect that audience’s thoughts or decisions regarding a certain good, service, brand, or experience is required to declare any relevant business relationships with the advertiser. Benefits and incentives are included here, as well as any financial or other compensation, travel or lodging expenses, media coverage and awards, free products with or without restrictions, price breaks, gifts, and any familial, interpersonal, or occupational connections.
Endorsements must use terms like “advertisement,” “sponsored,” or “paid promotion,” but they must be expressed in plain, basic language. They should refrain from endorsing any thing or service they haven’t used themselves or for which they haven’t done their research.
The guide is released in alignment with the guidelines set by the Consumer Protection Act of 2019. The Act established guidelines for protecting consumers from unfair trade practices and misleading advertisements.
The Department of Consumer Affairs has published Guidelines for prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022 on 9th June 2022.
These regulations specify the requirements for legitimate advertisements as well as the obligations of product and service suppliers, advertisers, and advertising agencies. The celebrities and brand endorsers were mentioned in these rules as well. It declares that deceptive advertising is forbidden under the law in all forms, formats, and media.