Business Standard

Celebrities beware: Greater diligence expected

Thanks to the Consumer Protection Act, 2019, which was fully notified earlier this month, endorsers have the responsibility now to check out the veracity of a brand's claims


Somasekhar Sundaresan
It took a nasty troll wishing a celebrity death by Covid. The sickness-induced lowering of guard led to an incensed Amitabh Bachchan replying with a threat of being able to turn, with the flash of an eye, his 90-mi­llion-plus followers into an “extermination family” to snuff out trolls that wish him death. 

The point of this column is not abusive exchanges on social media. The po­int, however, is a new legislation that has been given effect to deal with the impact of such celebrity power endorsing goods and services. The Consumer Protection Act, 2019, which was fully no­tified earlier this month,
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of or the Business Standard newspaper

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: Jul 29 2020 | 11:03 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers.

Register to