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Business Standard

Controlling the hard sell

New guidelines toughen advertising standards usefully

Topics
advertisements | Consumer protection act | TV ads

Business Standard Editorial Comment 



The new guidelines toughening the standards of information in advertisements, especially those aimed at children, in all major media platforms have been long overdue. Under the new rules, penalties for misleading have been linked to the definition of such infractions and the punitive measures provided under Section 2 (28) of the . For manufacturers, advertisers, and endorsers, the penalties are Rs 10 lakh for the first offence and Rs 50 lakh for a second infringement. The Central Consumer Protection Authority can also prohibit an endorser of a misleading advertisement for up to one year, and three years for a repeat offence. Two other critical points about the new guidelines are that they clearly define “bait” and “free claims” advertising and strictly set limits to advertising for children, including those with celebrity endorsements. The guidelines also require a disclaimer to be published in the same language as the claim made in the advertisement and the font used must be the same as that used in the claim.

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First Published: Sun, June 12 2022. 22:40 IST

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