Centre releases guidelines for celebrities, influencers, and virtual influencers on social media platform

Source: The post is based on the article “Centre releases guidelines for celebrities, influencers, and virtual influencers on social media platform” published in PIB on 7th March 2023.

What is the News?

The Department of Consumer Affairs under the Ministry of Consumer Affairs, Food and Public Distribution has released a set of guidelines called “Endorsements Know-hows!” for celebrities, influencers, and virtual influencers on social media platforms.

What is the purpose of these guidelines?

Aim: To ensure that individuals (celebrities and influencers on social media platforms) do not mislead their audiences when endorsing products and services and that they are in compliance with the Consumer Protection Act.

Key Provisions of the guidelines: Endorsements must be made in simple, clear language and terms including the advertisement, sponsored, collaboration and paid promotion can be used.

– Individuals must not endorse any product and service that they have not personally used, or experienced or in which due diligence has not been done by them.

– For paid or barter brand endorsement, any of the following disclosures may be used: “advertisement” “ad” “sponsored” “collaboration” or “partnership”.The term must be indicated as a hashtag or headline text.

– Celebrities and influencers should always review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement.