New Delhi4 hours ago
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The central government has shown strictness in showing misleading advertisements on television and social media. The Consumer Affairs Ministry on Wednesday directed advertising agencies to ensure strict adherence to the guidelines for surrogate ads. The government says that strict action will be taken against those who violate it.
The ministry said that it has been observed that the advertising agencies are not following the guidelines issued by the Central Consumer Protection Authority (CCPA) and the banned items are being advertised through some other means or other means.
Many brands are also using celebrities
Instances of such surrogate advertisements have been seen in several sports held recently at the world level, the ministry said. It was also seen that many liquor brands are being advertised under the guise of music CDs, club soda and packaged drinking water. Gutka and tobacco are being promoted under the guise of cardamom. Apart from this, many such brands are also using celebrities, which is giving a wrong impression on the youth.
CCPA will take strict action on violation
The ministry has asked the Confederation of Indian Industry, ASSOCHAM, International Spirits and Wine Association of India and Indian Society of Advertisers to ensure strict compliance of the guidelines of the provisions relating to deceptive and surrogate aid. If this is not followed, strict action will be taken against the advertising agencies by CCPA.
Guidelines issued by CCPA for advertisement
- Ban on surrogate advertising
- Free advertising will be termed as misleading if the terms apply.
- Charity through children, nutrition claims can also be misleading
- Wrong to use a professional for brand promotion
- Whatever is mentioned as free in the terms and conditions, it should also be free in the disclaimer
What are deceptive ads?
If the information given in the advertisements is not found in the product, then those advertisements will be considered as misleading advertisements. Ads that differ from their disclaimer will also be considered misleading advertisements. Also, if a celebrity is making some claim in an advertisement and it is not found to be true then that advertisement also comes under the misleading advertisement category.
What is Surrogate Advertising?
You must have often seen an advertisement for any alcohol, tobacco or similar product on TV, in which without directly describing the product, it is shown as another similar product or a completely different product. For example, alcohol is often shown in the form of a music CD or soda. That is, an ad in which another product is shown, but the actual product is another, which is directly related to the brand.
Fine up to Rs 50 lakh
The CCPA can impose a fine of up to Rs 10 lakh on manufacturers, advertisers and endorsers for any misleading advertisement. Subsequent violations may also attract a fine of up to Rs 50 lakh. The authority can impose a ban of 1 year on the endorser of misleading advertisement. This can be extended up to 3 years for subsequent violations. These rules will also empower consumers to lodge complaints against misleading advertisements.