ASCI's Enhanced Guidelines: Embracing the Era of Digital Influence

In the dynamic realm of advertising, integrity and transparency are bedrocks of ethical conduct. The Advertising Standards Council of India (ASCI) has undertaken a significant stride towards upholding these values by redefining the term "celebrities" within its code.

This alteration, which now encompasses social media influencers boasting a following of 500,000 or more, aims to mirror the evolving landscape of influence and fortify consumer protection.

Evolving Definitions: Exploring the Celebrity Spectrum in Embracing Digital Influencers

The times have changed, and celebrity endorsements are no longer limited to famous actors and sports personalities. The rise of social media influencers has led to a new era of influence.

These online trendsetters have large digital followings and can alter consumer preferences globally. Recognizing this change, ASCI has broadened its definition of celebrities to include these virtual trailblazers.

Revitalised Parameters and Directives

Under ASCI's revised guidelines, an individual is categorised as a celebrity if they fulfil either of these criteria:

1. Annual Remuneration Benchmark: Earning an annual compensation of Rs. 40 lakhs or its equivalent for their appearances in advertisements spanning diverse platforms.

2. Social Media Eminence: Garnering a social media following of 500,000 or more on a single social media platform.

Pledging Allegiance to Ethical Standards

A steadfast commitment to ethical advertising practices lies at the core of these updated guidelines. Celebrities who endorse products or services must ensure that their testimonials emanate from genuine opinions underpinned by adequate knowledge or firsthand experience.

Furthermore, claims propagated in advertisements must be verifiable and substantiated. Celebrities are strongly encouraged to conduct meticulous due diligence to verify the accuracy of assertions and to be prepared to furnish evidence of their diligent efforts if needed.

Safeguarding Consumers: Advocating Accountability and Responsibility

ASCI's initiative resonates with the pressing concern of the escalating number of misleading advertisements bearing celebrity endorsements. In 2022-23, ASCI scrutinised over 500 such deceptive ads, underscoring the urgency of conscientious celebrity endorsements.

The Consumer Protection Act of 2019 highlights the importance of due diligence for endorsers responsible for consumer safety.

Additionally, the ASCI code states that celebrities cannot endorse products, treatments or remedies that are banned from being advertised under the Drugs & Magic Remedies (Objectionable Advertisements) Act, 1954; and the updated Drugs & Cosmetic Act, 1940, and Rules 1945 (Schedule J).

Progressive Outlook

The forward-looking perspective highlights how celebrities and influencers shape consumer decisions. The rise of social media has expanded the definition of celebrities beyond traditional fields.

They now include digital personalities who sway audiences and impact their spending habits. Manisha Kapoor, ASCI's CEO, rightly emphasises that consumer trust is pivotal when these figures endorse products with potential risks.

ASCI's guidelines, therefore, extend beyond conventional ad regulations, safeguarding consumers from financial and physical harm.

Looking ahead, these guidelines promote a responsible advertising ecosystem where celebrities and influencers contribute to building consumer trust.

In Conclusion

Amidst an ever-shifting landscape, ASCI's proactive overhaul is a testament to the organization's resolute dedication to maintaining ethical standards.

By encompassing social media influencers within the celebrity ambit, ASCI reinforces the notion that endorsements, wielding significant power over consumer decisions, will now be conducted with unparalleled authenticity and trustworthiness.

Empowered by these comprehensive guidelines, we envision a future wherein consumers are empowered to make informed choices, unburdened by the distortions that once clouded the realm of misleading endorsements.