The Advertising Standards Council of India (ASCI) has taken a significant step in redefining the concept of celebrity endorsements by extending its definition to include social media influencers who boast a substantial following of 500,000 or more.
A Shift from Tradition
Traditionally, celebrities were considered to be renowned actors, sports personalities, and prominent figures who lent their influence to endorse brands and sway audiences. However, with the advent of social media and the growing impact of digital media influencers, the definition of celebrity has evolved.
Manisha Kapoor, the CEO and Secretary General of ASCI, highlighted this transformation, recognizing the emergence of social media influencers as influential figures who command the attention and trust of their followers.
Expanding the Horizon
The recent amendment to the ASCI code reflects this shift by defining celebrities as individuals who either earn an annual compensation of Rs 40 lakh (or its equivalent) from advertisements across various media platforms or possess a social media following of 500,000 or more on a single platform. This broadened criterion surpasses the previous benchmark of individuals earning Rs 20 lakh from endorsements.
Moreover, this expanded definition of celebrities now encompasses figures beyond the realm of entertainment and sports, including doctors, authors, activists, and educators.
Combating Misleading Advertising
The rise of misleading advertisements featuring celebrities has prompted this revision. ASCI reported a significant increase in such instances, with over 500 occurrences in 2022-23, compared to 55 in the previous year. This underscores the urgency to regulate the influencer space and ensure responsible endorsement practices.
Embracing Responsibility
In accordance with the Consumer Protection Act of 2019, all endorsers, regardless of their celebrity status, bear the responsibility of conducting due diligence to verify claims made in advertisements. The substantial influence wielded by social media influencers necessitates a heightened sense of accountability to safeguard their followers from deceptive practices.
Given that influencers significantly influence consumer spending patterns and foster trust through their personalized interactions, it becomes imperative for them to adhere to ethical advertising standards.
Guidelines for Accountability
The ASCI code outlines specific guidelines for celebrities and influencers, urging them to validate and authenticate claims made in advertisements through thorough due diligence. It requires them to share authentic opinions supported by their own knowledge or experience with the advertised product or service. Furthermore, they must be prepared to furnish evidence of their due diligence when requested.
Additionally, celebrities are prohibited from participating in advertisements for products, treatments, or remedies that are prohibited under the Drugs & Magic Remedies (Objectionable Advertisements) Act of 1954, as well as the revised Drugs & Cosmetic Act of 1940 and Rules of 1945 (Schedule J).
By expanding the realm of celebrity endorsements and imposing stringent guidelines, ASCI aims to uphold the integrity of advertising and protect consumers from deceptive practices while fostering a culture of responsible influence on social media platforms.
