Celebrities should give disclaimers, even when endorsing their own products on social media, according to the new guidelines for social media influencers released by the Ministry of Consumer Affairs, Food and Public Distribution at a press conference. It could mean that Hritik Roshan posting pictures in his own clothing brand HRX, or Riteish and Genalia talking about their company Imagine, which sells plant-based meat, will have to give a disclaimer before posting on social media platforms. The logic behind this move is that although there might not be a direct exchange of money when an influencer is promoting their own brand, they will definitely benefit from it by way of increased sales, improved reputation etc, the Ministry explained during the press conference. These guidelines called the 'endorsement know-hows' were announced at the said press conference on 20th January, 2023 by the Consumer Affairs Ministry. This story is based on the information gathered through the press conference and a document been shared by the government. Is it mandatory for influencers to follow these guidelines? It is "mandatory" to follow these guidelines when a ‘material connection’ (explained later in the story) exists between the influencer and advertiser, which may weigh on the mind of the audience regarding its credibility, said Arjun Adrian D'Souza, volunteer legal counsel at Software Freedom Law Center. Failure to do so may attract penalties under the Consumer Protection Act, 2019, he added. Who has to make disclosures? Any individual who has access to an audience and the power to affect…
India’s New Guidelines For Social Media Influencers, Explained
New guidelines prescribe how influencers endorsing products online should disclose it to consumers
- IT Ministry Additional Secretary Given Approval Powers for “Protected Systems” Notifications March 27, 2023
- Video: Exploring User Verification, 23rd Mar, 2023, Delhi #Ad March 27, 2023
- MediaNama Daily: Caught red-handed March 25, 2023
- US govt warns businesses of ‘AI deception’, calls for mitigating risks before launching AI products March 24, 2023
- Here’s what TikTok’s CEO said in his U.S. Congressional Committee Hearing March 24, 2023
MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.
Amazon announced that it will integrate its logistics network and SmartCommerce services with the Open Network for Digital Commerce (ONDC).
India's smartphone operating system BharOS has received much buzz in the media lately, but does it really merit this attention?
After using the Mapples app as his default navigation app for a week, Sarvesh draws a comparison between Google Maps and Mapples
In the case of the ‘deemed consent' provision in the draft data protection law, brevity comes at the cost of clarity and user protection
The regulatory ambivalence around an instrument so essential to facilitate data exchange – the CM framework – is disconcerting for several reasons.
Please subscribe to MediaNama. Don't share prints and PDFs.
You May Also Like
Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...
135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...
Twitter takes down tweets from MP, MLA, editor criticising handling of pandemic upon government request
By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...
Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...