The Centre on Monday asked manufacturers, service providers, advertisers, and advertising agencies to ensure that their advertisements do not mislead consumers.
There was a need for ethical standards in advertising. Disclosures must be hard to miss to ensure that they don’t get mixed up with a group of hashtags or links, said Rohit Kumar Singh, Secretary of the Department of Consumer Affairs, while virtually delivering the keynote address at the ”Get It Right Brand Influencer Summit 2023”, organised by the Advertising Standards Council of India (ASCI) in Mumbai.
The summit focused on the importance of responsible advertising practices and consumer protection.
”For endorsements in pictures, disclosures should be superimposed over the image, and for endorsements in videos, disclosures should be made in both audio and video formats. In live streams, disclosures should be continuously displayed and prominently placed,” Singh said.
Echoing the sentiments of Prime Minister Narendra Modi, he highlighted the crucial role of striking a balance between supporting businesses and protecting consumer interests.
He cited the Consumer Protection Act 2019 passed by Parliament, which provides protection against misleading advertisements. While differentiating between good and bad advertisements, he said the government’s intention was not to obstruct the growth of businesses but to ensure that ethical standards were met.
With over 75 crore internet users in India, of which 50 crore were social media users, Singh noted the paradigm shift from traditional advertising to social media advertising and the importance of conducting it responsibly. He stressed the need for influencers and celebrities to disclose any material connections with advertisers that might affect the credibility of their representation.