Last updated on July 17th, 2023 at 03:38 pm
On the 21st of January Center Issues Endorsement Guidelines For Social Media Influencers.
Today, the Department of Consumer Affairs under the Ministry of Consumer Affairs, Food and Public Distribution released a guide called “Endorsements Know-hows!”For celebrities, influencers & virtual influencers across social media platforms.
The guide aims to ensure that individuals comply with the Consumer Protection Act and any associated rules or guidelines when endorsing products or services so that their audiences are not misled.
The “Endorsement Know-hows!” was released by Shri Rohit Kumar Singh, Secretary Department of Consumer Affairs. In response to the rapidly growing digital world, companies are starting to invest more in digital marketing.
“The increasing reach of digital platforms and social media, such as Facebook, Twitter, and Instagram, has resulted in a rise in the influence of virtual influencers, in addition to celebrities and social media influencers”.
These individuals misleading consumers through advertisements and unfair trade practices on social media platforms has led to an increased risk.
“Wisdom approved! Disclosures must be prominently and clearly displayed in support, making them difficult to miss. Any person who has access to an audience and can influence their purchasing decisions or views about a product, service, brand, or experience, and who has a material relationship with the advertiser, must disclose that relationship”.
This includes benefits and incentives, monetary or other compensation, trips or hotel stays, media barters, coverage and prizes, free products with or without conditions, discounts, gifts, and any family or personal, or employment relationships.
Endorsements should be made in simple, clear language, and terms such as “advertisement,” “sponsored,” or “paid promotion” can be used. They should not endorse any product or service in which they have not done due diligence or that they have not personally used or experienced.
