Centre issues endorsement norms to rein in social media influencers

Non-compliance can lead to a jail term of up to 2 yrs and penalty of Rs 50 lakh

The Centre on Friday issued guidelines for social-media influencers, including celebrities and virtual avatars, for disclosing the promotional content of the products or services they endorse and their material connections with those.

“Material connection” with a brand covers monetary benefits, hotel stay, awards, employment relationships, sweepstakes entries, and media barters.

This is in accordance with the Consumer Protection Act, 2019, which provides the framework for protecting consumers against unfair trade practices and misleading advertisements.

The Ministry of Consumer Affairs, during a press conference, unveiled the guidelines, which align with those given by the Advertising Standards Council of India (ASCI).

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