The Advertising Standards Council of India (ASCI) has broadened the scope of ‘celebrities’ in the advertising realm. This expansion entails that individuals with over 5 lakh followers or a yearly income exceeding 40 lakh will now fall under the category of ‘celebrities,’ as announced by ASCI on Wednesday. The move aims to enhance consumer protection and promote ethical advertising practices.
New Rules for Celebrity Endorsements Including Influencers
Under the revised definition, celebrities, including influencers with substantial social media followings or substantial incomes, are required to adhere to ASCI’s code. This code mandates that celebrities conduct thorough research before endorsing any product, furnish evidence of their research upon request by ASCI, and refrain from endorsing illicit goods.
Rise of Social Media Influencers and Need for Revision
The advent of social media influencers as significant sources of mass influence prompted ASCI to revisit its definition of celebrities. Traditionally, prominent actors and sports personalities were the primary endorsers who wielded significant influence over large segments of the population.
Addressing Routine Rule Disregard and Deceptive Advertising
ASCI highlights that non-compliance with advertising regulations has become commonplace. In the fiscal year 2023, the organization processed over 500 misleading advertisements featuring well-known personalities. This underscores the urgency to ensure adherence to ethical advertising standards.
Upholding Consumer Protection in Advertising
Manisha Kapoor, ASCI’s Chief Executive and Secretary General, highlights the crucial importance of protecting consumer interests. She emphasizes the influential role of online personalities who have strong connections with their followers. Consumer trust and protection are top priorities in the ever-changing advertising landscape.
ASCI’s expansion of the ‘celebrity’ definition takes a proactive step to uphold ethical advertising standards, particularly due to the surge in social media influencers. ASCI extends rules to cover more influential individuals. It aims to nurture consumer trust, promote transparency, and establish a conscientious advertising atmosphere.
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