Influencers with so many followers will now be considered celebrities, know who changed the definition
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ASCI Guidelines: The Advertising Standards Council of India (ASCI), the self-regulatory body of the advertising industry, has broadened the definition of celebrity. Under this, ‘influencers’ with more than five lakh followers and annual income of more than Rs 40 lakh will be considered celebrities for advertisements. People who influence the thoughts of viewers or listeners with their views on social media platforms are called ‘influencers’.
Celebrities are required to comply with due diligence requirements before ‘signing up’ to endorse a brand and also produce proof of this when called upon by ASCI and not sell prohibited items.
A recent statement from ASCI said that a review of the definition was necessary as social media ‘influencers’ have created new centers of influence on a large scale in recent years. It added that historically, celebrities who can lend credibility to brands and influence large numbers of people have largely included popular actors and sports personalities. ASCI said that violations of the guidelines are common, and despite the norms, action was taken on over 500 misleading advertisements of celebrities in FY13.
Celebrities will have to disclose in the advertisement of health products
On the other hand, the government has said that it is necessary for celebrities, influencers and digital influencers to make a ‘disclosure or declaration’ about their original status as health experts or practitioners while advertising a product or service.
According to the new guidelines issued by the Ministry of Consumer Affairs, doctors, health and fitness experts who are certified by recognized institutions, while sharing information or promoting products or services or making any health related claims, it is ‘ Must disclose that they are certified health or fitness experts and physicians.
The additional guidelines are aimed at tackling misleading advertisements, unfounded claims and ensuring transparency in health and wellness support, the ministry said. These guidelines are an extension of the guidelines issued on June 9, 2022 regarding the prevention of misleading advertisements.
The ministry said, celebrities, influencers and digital influencers presenting themselves as health experts or doctors will have to give a clear declaration while sharing any information, advertising products or services or making any health related claims so that Viewers should not consider their opinion as a substitute for professional medical advice, diagnosis or treatment.
These instructions have been issued after discussions with the Ministry of Health, Ministry of AYUSH, Food Safety and Standards Authority of India and Advertising Standards Council of India.
This ‘disclosure or declaration’ is required when making statements or claims on issues such as health benefits derived from foods and nutritional products, prevention, treatment or cure of disease, medical conditions or immunity enhancement etc.
Accordingly, this disclosure or declaration must be displayed on any occasion to endorse, promote, or make health claims for a product or service.
Along with this, the ministry has also advised celebrities, influencers and digital influencers to keep a clear distinction between their personal opinion and professional advice while posing as a health expert or doctor and avoid making certain health claims without concrete facts. given.
This guideline always recommends professional medical advice and encourages viewers to consult health professionals for complete information about products or services.
However, general care and health advice that does not relate to specific products or services is exempt from these provisions. These could include advice like ‘Drink water and stay fresh’, ‘Exercise regularly and be physically active’, ‘Reduce screen time’, ‘Get enough sleep’.
The Department of Consumer Affairs will actively monitor these guidelines and ensure their implementation. In case of violation of these, fine can be imposed under the Consumer Protection Act, 2019 and other provisions of the law.
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