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Centre Cracks Down On Misleading Endorsements On Social Media; Releases Strict Guidelines For Celebrities, Influencers
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The Ministry of Consumer Affairs, Food, and Public Distribution has issued new guidelines called "Endorsements Know-hows!" for celebrities, influencers, and virtual influencers on social media platforms.
The guidelines are aimed at preventing individuals from misleading their followers when endorsing products or services and ensuring that they comply with the Consumer Protection Act and associated rules or guidelines.
According to the guidelines, endorsements must be made using simple, clear language, and should include terms such as "advertisement," "sponsored," "collaboration," or "paid promotion."
Additionally, individuals should not endorse any product or service they have not personally used or experienced or have not done proper due diligence on.
The Department of Consumer Affairs noted that there is confusion about which disclosure word to use for various types of partnerships. Therefore, for paid or barter brand endorsements, any of the following disclosures may be used: "advertisement," "ad," "sponsored," "collaboration," or "partnership," which must be indicated as a hashtag or headline text.
The guidelines require that individuals or groups with access to an audience and the power to influence their purchasing decisions or opinions must disclose their endorsement in a clear, prominent, and unmistakable manner.
The guidelines also specify that disclosures should not be mixed with other hashtags or links and must be superimposed on any images used for endorsement or prominently displayed in both audio and video formats for video or live stream endorsements.
Celebrities and influencers are advised to review and ensure that the advertiser is in a position to substantiate the claims made in the advertisement, and that the product or service has been genuinely used or experienced.
In conclusion, the guidelines emphasise the need for transparency and authenticity when endorsing products or services, and it is essential for celebrities, influencers, and virtual influencers to comply with them to maintain the trust and confidence of their audience.
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