Social media influencers have a new worry: Govt guidelines on endorsements

Community battling the fallout of India's bank on TikTok asked to take responsibility for products they endorse

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The draft guidelines said that an endorser should take legal opinion or opinion from an advertising self-regulatory organisation for "due diligence".

Sai Ishwar Mumbai
Social media influencers may have to research brands before endorsing them after the government issued draft guidelines against misleading advertisements: the latest challenge for a community battling marketing budget cuts and India’s ban on TikTok.

The Ministry of Consumer Affairs this week issued draft guidelines on diligence to be done for endorsements. The guidelines, issued by the ministry’s Central Consumer Protection Authority, said the guidelines would apply to all advertising and marketing communications regardless of form, format or medium. Endorsements must be based on either adequate information about or experience with the service or product being endorsed. The regulation adds to

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First Published: Sep 13 2020 | 10:33 AM IST

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