New Delhi: To protect consumer interests and prevent deceptive advertising, the Center has released a new set of criteria for social media influencers. Social Media Influencers now have a “recommended know-how for celebrities, influencers and virtual media influencers on social media platforms” to cover all “significant” items such as gifts, hotel accommodations, stocks, discounts and awards. Profit disclosure is required. endorse any product, service, or scheme;
Manufacturers, advertisers and advocates who violate the regulations can face fines of up to Rs 100,000 from the Central Consumer Protection Authority (CCPA). The maximum fine for repeat offenders is Rs 50 lakh. Additionally, the CCPA can ban supporters of deceptive advertising from endorsing anything for up to one year, and for up to three years for subsequent violations.
Consumer Affairs Secretary Rohit Kumar Singh estimates that India’s social influencer business is currently worth Rs 1,275 crore and will grow to Rs 280 crore by 2025. Disclosure will be required from people or organizations with the authority to access and influence the audience. Purchasing decisions or opinions regarding products, services, brands, or experiences.
Who Should Disclose?
According to the guidelines, disclosure is required “when there is a material link between an advertiser and a celebrity/influencer that could affect the weight or credibility of representations by that celebrity/influencer.”
A step-by-step guide on how to disclose?
– The disclaimer should be written in plain and basic language, be easily overlooked, and should not contain multiple links or hashtags.
– Disclosures must be clearly visible above the image and grab the viewer’s attention when the image is shared.
– Disclosures must be made in both audio and video formats for videos as well as the description below the post.
– Live streams must provide continuous and clear disclosure throughout the stream, not just subtitles and descriptions.