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With new law in place, will brands and stars rethink the endorsement game?

Will brands and stars rethink the endorsement game as the new law seeks greater accountability from all stakeholders?

Topics
advertising | Celebrity endorsers | Virat Kohli

Viveat Susan Pinto  |  Mumbai 



This is the first time, say legal experts, that celebrities will be held accountable for the words they mouth or the message they endorse
This is the first time, say legal experts, that celebrities will be held accountable for the words they mouth or the message they endorse

Misleading claims have long been the bane of the industry, with government and regulators struggling to rein in false and obfuscating claims in ads. The problem has been compounded in part due to the extensive use of in . While stars remain the safest bet for most brands, offering mass reach and credibility, their fame also sets the relationship with consumers and advertisers, on a vulnerable pitch.

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First Published: Tue, July 28 2020. 06:01 IST

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