The newly amended Consumer Protection Act contains penal provisions for the celebrity making a false claim while endorsing a product. The penalty ranges from few lakhs to even a few years stint in jail. Hopefully, this would lead to more due diligence from top celebrity endorsers while choosing the brand and product they vouch for–and the claims they are making in the advert.
Heaven knows, Indian celebrities can be quite clumsy in choosing the product they endorse. They are in many instances poorly guided by their agents, often appear disinterested while promoting—and it is quite clear—they are only doing it for the dosh.
From hair oil that claims to promote hair growth to Pan Masala, Indian celebrities are not picky in brand and product endorsements as long as the the money is good.
Any product endorsement is a result of a business partnership between a company that is selling something and the endorser who is lending himself for a particular product to have a better visibility. A celebrity like Virat Kohli—Indian Cricket Captain—can make even the most obscure brand well recognized amongst the Indian cricket fan base. So when these new amendments kick on, the advisors of these Iconic celebrities will have to up their game. Perhaps this will lead to better ad campaigs with more responsibility backed with credible data.
I guess, no more claims of turning dark skins into fair in the adverts from hereon!
