ASCI starts paid advisory service to help celebrities with due diligence

The Advertising Standards Council of India (ASCI) has started a paid advisory service for brand endorsers to help them abide by the watchdog’s self-regulation code and rules under the consumer protection law.

This follows ASCI’s “Advertising Advice” service that it had started for brands last year. Both initiatives are part of its push towards ensuring greater responsibility among advertising stakeholders.

The Consumer Protection Act (2019) places a legal obligation on endorsers to undertake due diligence for advertisements they appear in, ASCI said in a press release. The Endorser Due Diligence, a paid advisory service, will offer ASCI’s expertise in advertising