ASCI widens definition of celebrities, to include social media influencers with 500,000 followers or more

The guidelines mandate that celebrities conduct due diligence to ensure that claims featured in the advertisements can be objectively verified and substantiated. The guidelines further state that celebrities, when called upon, need to produce evidence of due diligence. The ASCI code also requires celebrities not to participate in the advertisement of a product, treatment or remedies that are prohibited for advertising under the Drugs & Magic Remedies (Objectionable Advertisements) Act, 1954; and the updated Drugs & Cosmetic Act, 1940, and Rules 1945 (Schedule J).

“Testimonials of celebrities must reflect their genuine, recent opinion and must be based on adequate information or experience about the product or service being advertised,” ASCI said in a statement.

ASCI adds that the disproportionate influence and impact of individuals with large followership, ASCI requires celebrities to demonstrate a much greater responsibility in making sure that their followers do not get deceived or misled.

This also comes on the back of an increase in misleading ads featuring celebrities. According to ASCI, it processed over 500 misleading ads featuring celebrities in 2022-23 as against just 55 in 2021-22.

“Earlier, only personalities from the world of sports or entertainment were considered celebrities. Today, however, the scenario is different. We have a range of personalities who are extremely popular on social media and share a close personal connection with consumers. These personalities affect the spending habits of consumers who trust them. So, it’s vital to ensure consumer protection — especially when celebrities endorse products or services that can cause serious financial loss and physical harm. This update widens ASCI’s ambit and includes all those personalities who have a notable influence as celebrities,” Manisha Kapoor, CEO and Secretary General, ASCI, said.