The Cent
The Centre on Friday made it mandatory for celebrities and social media influencers to disclose any material benefit that they receive in exchange for promoting a product or a brand through their social media platforms, PTI reported.
The Central Consumer Protection Authority can impose a penalty of up to Rs 50 lakh on them if they fail to do so
re on Friday made it mandatory for celebrities and social media influencers to disclose any material benefit that they receive in exchange for promoting a product or a brand through their social media platforms, PTI reported.
The Central Consumer Protection Authority can impose a penalty of up to Rs 50 lakh on them if they fail to do so
A new set of guidelines named “Endorsement Know Hows – for celebrities, influencers and virtual media influencers (Avatar or computer generated character) on social media platforms” was issued by the Department of Consumers Affairs.
Under the guidelines, influencers will need to disclose material interests such as gifts, hotel accommodation, equity, discounts or awards while promoting any product. In cases of violations, legal action to be taken can include banning the influencers from endorsing any products.
At a press conference, Consumer Affairs Secretary Rohit Kumar Singh said that influencers need to behave responsibly.
“The guidelines are aimed at social media influencers which have material connection with the brand they want to promote on various social media platforms,” Singh said. “This is an obligation for them to behave responsibly as far as the disclosure is concerned to the consumers.”