Both Celebrities And Influencers To Be Liable For Deceptive Advertisements

In today's media-saturated environment, consumers are increasingly susceptible to external influences disseminated through the media, with celebrities often leading the charge in shaping consumer behavior. Whether through social media platforms, traditional advertising channels, or product endorsements, the impact of celebrity-focused advertising extends beyond mere entertainment and impacts consumer decisions.

A recent direction by the Supreme Court addressed concerns regarding misleading advertisements in the case of Indian Medical Association & Anr. v. Union of India & Ors.¹ By way of a Writ Petition filed in August 2022, the Plaintiff, the Indian Medical Association ("IMA"), alleged that Patanjali Ayurved Limited ("Patanjali") disseminated misleading advertisements and made disparaging remarks about allopathic medicine, thereby violating applicable laws on misleading advertisements. In previous orders, Court highlighted the responsibility of both advertisers