Govt releases draft guidelines for ads; disclaimers must be clearly visible

The draft guidelines, on which govt has sought public comments by September 18, are applicable to companies whose products or services are advertised as well as to advertisement agencies and endorsers

The government has come out with a comprehensive set of draft guidelines on advertising under which 'disclaimers' that are not easily noticeable by or legible or easily understandable to an ordinary consumer will be treated as misleading advertisements under the Consumer Protection Act.

The violation of these guidelines would face action by the recently established Central Consumer Protection Authority.

The draft guidelines, on which the Consumer Affairs Ministry has sought public comments by September 18, are applicable to companies whose products or services are advertised as well as to advertisement agencies and endorsers.

According to the draft guidelines, a disclaimer