New Delhi: To protect consumer interests and prevent deceptive advertising, the center has released a new set of standards for social media influencers. Social media influencers through “Knowledge of Endorsements – For Celebrities, Influencers, and Virtual Media Influencers on Social Media Platforms” are now required to disclose all “material” interests, such as gifts, hotel stays, royalties, discounts, and prizes, when endorsing any products, services or scheme.
Manufacturers, advertisers and certifiers who breach the rules may face fines of up to 10 lakh rupees from the Central Consumer Protection Authority (CCPA). The maximum fine for repeat offenders is Rs 50 lakh. In addition, the CCPA can prevent proponents of deceptive advertising from endorsing anything for up to a year, and in subsequent violations, for up to three years.
Consumer Affairs Secretary Rohit Kumar Singh estimates that the business of social influencers in India is currently at Rs 1,275 crore and will increase to Rs 2,800 crore by 2025. Disclosure will be required of people or organizations having access to an audience and the power to influence their audiences’ purchasing decisions or destinations. Consider a good, service, brand, or experience.
Who needs to be revealed?
Disclosure is necessary “when there is a physical link between the advertiser and the celebrity/influencer that may affect the weight or credibility of the representation made by the celebrity/influencer,” according to the guidelines.
Step by step guide on how to detect?
Disclaimers should be written in simple and basic terms, so that they are easy to miss, and not contain many links or hashtags.
Disclosures must be clearly visible above the image when shared, which catches the attention of viewers.
– Disclosure in audio and video format must be done in a video, not just in the description below the post.
Live broadcasts must provide disclosures continuously and clearly throughout the broadcast, not just in subtitles or descriptions.