CCPA Advertisement Guidelines: How They Affect Celebrities And Influencers

THE GUIDELINES

The Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022, issued by the Central Consumer Protection Authority ("Authority") ("CCPA Guidelines"), published on 9^th June 2022, apply to all advertisements regardless of form, format, or medium.

As per the CCPA Guidelines, an "Endorser" has been defined to include an individual or a group, or an institution making an endorsement of any goods, product, or service in an advertisement whose opinion, belief, finding, or experience is the message which such advertisement appears to reflect. It is pertinent to note that an endorser can be any individual who makes an endorsement, including celebrities, cricketers, and social media influencers. The definition itself necessitates an endorser to understand the reasoning behind any advertisement that it is associated with, due to the fact that, the advertisement appears to 'reflect' such a person's opinion,