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Polity & Governance
Mahesh

07/03/23 07:24 AM IST

Back Centre releases guidelines for celebrities, social media influencers

In News
  • The Centre recently released a set of guidelines for celebrities, influencers, and virtual influencers on social media platforms to ensure that individuals do not mislead their audiences when endorsing products or services.
Major Guidelines
  • The guidelines called “Endorsements Know-hows!" state that endorsements must be made in simple, clear language, and terms such as “advertisement," “sponsored," “collaboration" or “paid promotion".
  • Individuals must not endorse any product or service that they have not personally used or experienced or in which due diligence has not been done by them.
  • The guidelines specify that individuals or groups who have access to an audience and the power to affect their audiences‘ purchasing decisions or opinions about a product, service, brand, or experience, because of the influencer’s/celebrity’s authority, knowledge, position, or relationship with their audience, must disclose.
  • The guidelines state that the disclosure must be placed in the endorsement message in a manner that is clear, prominent, and extremely hard to miss.
  • Disclosures should not be mixed with a group of hashtags or links.
  • For endorsements in a picture, disclosures should be superimposed over the image enough for viewers to notice.
  • For endorsements in a video or a live stream, disclosures should be made in both audio and video format and displayed continuously and prominently during the entire stream.
  • The guidelines advise celebrities and influencers to always review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement.
Significance
  • The guidelines aims to ensure that individuals do not mislead their audiences when endorsing products or services and that they are in compliance with the Consumer Protection Act and any associated rules or guidelines.
Source- PIB

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