The
government
has
tightened
norms
for
endorsers,
including
celebrities
and
sports
persons,
as
they
are
now
required
to
make
material
connection
disclosure
and
due
diligence
while
endorsing
in
advertisements.
Based
on
the
new
guidelines
released
by
the
Consumer
Affairs
Ministry
issued
on
Friday,
endorsements
must
reflect
endorsers'
honest
opinions,
beliefs
or
experiences.
The
endorsers
must
make
material
connection
disclosures;
failing
to
do
so
will
attract
a
penalty
under
the
Consumer
Protection
Act
(CPA).
Material
disclosures
mean
any
relationship
that
materially
affects
the
weight
or
credibility
of
any
endorsement
that
a
reasonable
consumer
would
not
expect.
"If
there
exists
a
connection
between
the
endorser
and
the
trader,
manufacturer
or
advertiser
of
the
endorsed
product
that
might
materially
affect
the
value
or
credibility
of
the
endorsement
and
the
connection
is
not
reasonably
expected
by
the
audience,
such
connection
shall
be
fully
disclosed
in
making
the
endorsement," the
guidelines
said.
Violation
of
these
guidelines
will
attract
a
penalty
of
Rs
10
lakh
for
the
first
offence
and
Rs
50
lakh
for
a
subsequent
offence
under
the
Consumer
Protection
Act.
The
new
guidelines
'Prevention
of
misleading
advertisements
and
necessary
due
diligence
for
endorsement
of
advertisements',
which
came
into
effect
from
June
10,
2022,
have
been
issued
to
prevent
misleading
advertisements.
It
provides
various
criteria
for
an
advertisement
to
be
considered
valid
and
non-misleading
and
gives
clarity
on
bait
advertisements,
surrogate
advertisements
and
free
claims
advertisements.