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Legal Central Department of Consumer Affairs Consumer Protection Act, 2019

Issuance of guidelines for endorsement Know-hows for celebrities, influencers and virtual influencers on social media platforms

20-Jan-2023 | NA

The Department of Consumer Affairs has issued guidelines regarding celebrities, influencers and virtual influencers (fictional characters and bots). In guidelines, the Material connection is not limited to incentive and benefits but can include free products, contest and sweepstake entries, trips, hotel stays, media barters, any family, personal or employment relationship. The guidelines require the following ways in which disclosure has to be made, i. in case of endorsement in picture, disclosure has to be superimposed, ii. in case of endorsement in a video, disclosure to be placed in the video and not just in description but also in audio video format, in live streaming, it has to be continuously displayed.

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