Don’t we all enjoy watching television? We all are different and watch different genres of television. However, one common thing that everyone sees on the television are advertisements. These advertisements generally feature famous personalities like sportspeople and actors. Since the pandemic started, usage of social media platforms has increased significantly. It has become our stereotypical nature to feel that a particular product is useful and of high-quality if we notice our favourite celebrity using it in an advertisement. A belief has been imbibed by the public that only brands with endorsements from famous personalities are useful. Companies our harnessing the reigns of this nature of ours and have started controlling us with it. As a matter of fact, even children are becoming the victim of these advertisements. The actions of celebrities have a powerful impact on the public. We all remember when Coca-Cola shares dropped by 5 billion dollars due to a simple gesture of the famous football star Cristiano Ronaldo removing the cola bottle placed on his table.
A great many companies are now imbibing ‘Celebrity advertising’ and sales of these companies have been sky rocketing since then. Celebrity Advertising is not wrong however celebrities endorsing products such as alcohol, gambling application and tobacco can be held responsible and face action for appearing in such misleading promotions. New guidelines came into effect on 11th June 2022 under the Consumer Protection Act. These guidelines have been imposed due to the fact that the public is being misled by viewing these advertisements. Products endorsed by celebrities have not necessarily been consumed by them and certain commodities may be harmful and dangerous to use. The new guidelines on "Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022" also seeks to regulate advertisements targeting children. Celebrities, sportspersons endorsing misleading advertisements can be fined up to Rs.10 lakhs by the consumer protection authority. For repeat offences, the authority can impose a fine of up to Rs.50 lakhs and a jail term of up to five years. Celebrities will have to disclose even small takes in brands they are endorsing failing which the advertisement will be considered misleading.
We should keep in mind that these new guidelines have come into effect only because of the power the public has given celebrities. Admiring or respecting celebrities is not wrong however, is it correct to put such faith in them so that their actions may result in the indoctrination of the masses?
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