MAM
×

Celebrities must do due diligence before endorsing products: ASCI

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/04/17/Celebrities.jpg?itok=hi1mrUZH

MUMBAI: Celebrities have been deployed by marketers to add credibility to their brand offering. These celebrities however have a huge responsibility to ensure that the products they endorse or feature in, are true to the claims made in those advertising messages.

Advertising Standards Council of India (ASCI) has developed a set of guidelines to protect consumers’ interest while encouraging celebrities and advertisers to refrain from endorsing misleading advertisements. At a time when the Consumer Affairs Ministry is intending to review the Consumer Protection Act and may have a provision to deal with misleading advertisements featuring celebrities, these guidelines by ASCI could serve as a good reference for advertisers.

The Advertising Standards Council of India is a self-regulatory organisation for the advertising industry to promote, maintain, monitor and uphold fair, sound, ethical and healthy principles and practices of advertising for the protection of interest of consumers and the public.

The following guidelines would help while creating advertisements featuring celebrities or involving celebrity endorsements:

* Celebrities, for the purpose of this guideline, are those people who are from the field of Entertainment and Sports and would also include other well-known personalities like Doctors, Authors, Activists, Educationists, etc. who get compensated for appearing in advertising.

* All advertisements featuring Celebrities should ensure that it does not violate any of the ASCI code in letter and spirit. Celebrities are expected to have adequate knowledge of these Codes and it is the duty of the Advertiser and the Agency to make sure that the Celebrity they wish to engage with is made aware of them.

* Testimonials, endorsements or representations of opinions or preference of Celebrities must reflect genuine, reasonably current opinion of the individual(s) making such representations, and must be based upon adequate information about or experience with the product or service being advertised.

* Celebrity should do due diligence to ensure that all description, claims and comparisons made in the advertisements they appear in or endorse are capable of being objectively ascertained and capable of substantiation and should not mislead or appear deceptive.

* Celebrities should not participate in any advertisement of a product or treatment or remedy that is prohibited for advertising under:

I. The Drugs & Magic Remedies (Objectionable Advertisements) Act 1954 as updated from time to time ( Link for preliminary guidance http://lawmin.nic.in/ld/PACT/1954/A1954-21.pdf and http://drugs.kar.nic.in/node/136.html) or

II. The Drugs & Cosmetic Act 1940 and Rules 1945: (Schedule J) as updated from time to time (Link for preliminary guidance http://www.cdsco.nic.in/writereaddata/2016Drugs and Cosmetics Act 1940 & Rules
1945.pdf and http://www.indianhealthservices.in/schedules/Schedule_J.pdf ) or

III. A product which by law requires a health warning “…..is injurious to health” on its packaging or advertisement.

* If the Celebrity either directly or through the concerned Advertiser/Agency chooses to seek Advertising Advice from ASCI on whether the advertisement potentially violates any provisions of the ASCI code or not and if the Advertisement is developed fully following the Advertising Advice provided by the ASCI, then the Celebrity would be considered as having completed due diligence. However, ASCI’s Advertising Advice will not be construed as pre-clearance of the Advertisement.

Commenting on the new guidelines, ASCI chairman Srinivasan K. Swamy said, “Celebrities have a strong influence on consumers and are guided by the choices they make or endorse. It’s important that both celebrities and advertisers are cognizant of the impact and power of advertising and therefore make responsible claims to promote products or services. It is in the interest of advertisers / ad agencies as well as celebrities to be aware of these guidelines and be sensitized to this issue to avoid violations.”

The ASCI’s guidelines help in ensuring that claims made in advertising are not misleading, false or go unsubstantiated. Advertisers following these guidelines will protect the interests of the consumers, especially for products or services, which can cause serious financial loss or physical harm.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/Irrfan_Khan1.jpg?itok=9ALASTj3
Irrfan Khan promotes Digital India in new Mastercard campaign

Aimed at accelerating the country's shift from cash to digital payments, Mastercard has launched ‘KhulGayiLife’, a new marketing campaign. The campaign will further strengthen the company’s digital payments efforts in the metros with an increased focus on the tremendous opportunity that sits within...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/cyber.jpg?itok=5GzdM0Kz
Guest column: Cybersecurity in the advertising sector

Today, the world is experiencing a digital revolution and digital media plays a pivotal role in it. Having the potential to change the way we live our lives, it is the next big thing to watch out for. Digital media is omnipresent and is flooding our lives by leveraging every channel possible. With...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/sonali.jpg?itok=ZbsxoKuj
Essence hires Sonali Malaviya as VP - client partner

Essence, a data-driven global agency and a part of GroupM, has announced the appointment of Sonali Malaviya as the vice president - client partner. She will be reporting to Anand Chakravarthy, managing director, Essence India and will lead the Google relationship, based in the Gurgaon office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/dentsu_0.jpg?itok=ZFEgXajc
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/home_0.jpg?itok=0bXP_ZC8
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/delna.jpg?itok=BTR_1g7D
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/digital_advertising.jpg?itok=4digFr02
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/pickel_1.jpg?itok=b5_hpALu
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/India.jpg?itok=-GJOwCdN
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories