Influencers with more than 5 lakh followers will now be considered as celebrities
The Advertising Standards Council of India (ASCI), a self-regulatory body of the advertising industry, broadened the definition of who is a celebrity and needs to comply with its code.
Influencers with more than 5 lakh followers or earning more than Rupees 40 lakh per year will now be considered as celebrities, said Advertising Standards Council of India (ASCI). The Advertising Standards Council of India (ASCI), a self-regulatory body of the advertising industry, broadened the definition of who is a celebrity and needs to comply with its code.
According to the ASCI, celebrities are required to adhere to requirements by doing due diligence before signing up to endorse a brand and also produce evidence of the same when called upon by ASCI and not to peddle prohibited items. According to the Consumer Protection Act of 2019, the onus of due diligence falls on all endorsers, whether they are recognized celebrities or not.
Furthermore, the ASCI code stipulates that celebrities should not participate in advertisements for products, treatments, or remedies that are prohibited from advertising under the Drugs & Magic Remedies (Objectionable Advertisements) Act of 1954, as well as the revised Drugs & Cosmetic Act of 1940 and Rules of 1945 (Schedule J).
The main reason for the change in its definition is the recent trend of influencers gaining mass popularity and being able to create a new centre of mass influence which the ASCI is looking to regulate by encompassing such influencers.
Historically, ASCI said, celebrities who could lend credibility to brands and influence large masses of people largely comprised popular actors and sports personalities. ASCI also said flouting of guidelines is common and despite the existence of the norms, it processed over 500 misleading ads featuring celebrities in FY23.
“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,” Manisha Kapoor, body’s chief executive and secretary general, said.
