Govt issues guidelines to hold influencers responsible; safeguard consumers

The guidelines go on to say that individuals should not endorse products or services that they have not personally used

The Department of Consumer Affairs released a new set of guidelines for social media influencers on March 6. The new guidelines are expected to affect a Rs 1,275 crore online endorsement market in the country according to a report in the Financial Express (FE).

The guidelines are titled 'Endorsements Know-hows!' and aim to educate celebrities, influencers, and virtual influencers working on social-media platforms. The guidelines have been introduced to ensure that such individuals comply with the Consumer Protection Act and any associated rules or guidelines. They aim to ensure that influencers do not mislead their audiences when endorsing