New Delhi: The Central government on March 6 made it mandatory for social media influencers to disclose their ‘material’ interest in endorsing products and services and violations can attract strict legal action, including a ban on endorsements.
"The guidelines aim to guarantee that individuals do not mislead their audiences when supporting products or services and that they are in compliance with the Consumer Protection Act and any connected laws or recommendations, the Ministry of Consumer Affairs, Food & Public Distribution said.
The "Endorsements Know-hows!" standards specify that endorsements must be stated in plain, unambiguous language and that words like "advertisement," "sponsored," "partnership," or "paid promotion" may be used. A person cannot recommend a good or service that they have not personally utilised, experienced, or for which they have not done their due diligence.
The agency has noted that there is ambiguity about the appropriate disclosure phrase for each type of cooperation. Hence, any of the following disclosures viz “advertisement," “ad," “sponsored," “collaboration," or “partnership." -- may be used for paid or barter brand promotion. The phrase must, however, be mentioned in the headline text or hashtag.
Because of their authority, knowledge, position, or relationship with their audience, influencers or celebrities who have access to and the ability to influence their audiences' opinions about a product, service, brand, or experience must declare. As per guidelines, the disclosure must be included in the endorsement statement in a way that is obvious, conspicuous, and very difficult to miss. Disclosures shouldn't be thrown in with a bunch of links or hashtags.
Celebrities and influencers are advised by the rules to always check and confirm for themselves that the advertiser is able to support the claims stated in the commercial. Also, it is advised that the endorser's actual use or familiarity with the product or service be required.
In conclusion, the standards are intended to make sure that people don't deceive their audiences while recommending goods or services and that they follow the Consumer Protection Act and any related laws.
It is essential for influencers, celebrities and virtual influencers to adhere to these guidelines to maintain transparency and authenticity with their audience, it added.
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