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Centre's New Guidelines On Brand Endorsement And Collaboration!
By: Tupaki Desk | 7 March 2023 4:20 PM IST
Brand endorsements and collaborations are one of the means of earning for celebrities and social media influencers. The brands approach the celebrities to bank on their popularity to sell their products. The collaborations increased over the past two years. When the Covid hit us, the celebrities promoted products on social media and made the best out of lockdown.
However, the brand endorsements and collaborations sometimes land celebrities in trouble. Recently, Shah Rukh Khan's wife Gauri Khan reportedly faced an FIR after a person alleged that he bought a flat as she was the brand ambassador, but the flat was not handed over to him.
Earlier, a few celebrities were directed by the court to pay compensation as the companies endorsed by them failed to hand over the flats to the concerned customers.
Amid this, the Union government issued guidelines for celebrities and social media influencers as far as the ads are concerned. They were asked to make sure that they follow the guidelines. The guidelines say that the celebrities would not mislead the audiences with their endorsements.
A bunch of guidelines were issued by the Department of Consumer Affairs which falls under the Ministry of Consumer Affairs, Food and Public Distribution. In the guidelines, the celebrities were directed to mention the terms like advertisement", "ad", "sponsored","collaboration",or "partnership" in the ads.
The Ministry said that celebrities have the power of shaping the opinion of customers and hence they should be more careful with their work. Having said that, the Ministry mentioned in the guidelines that the celebrities should mention all these things.
How the disclosure should be was also mentioned in the guidelines. For the picture endorsements, the disclosure should be highlighted so that people won't miss it.
As far as the video endorsements are concerned, the disclosure should be in audio and video formats. However, the disclosure should not be mixed with hashtags and others.
"For endorsements in a picture, disclosures should be superimposed over the image enough for viewers to notice. For endorsements in a video or a live stream, disclosures should be made in both audio and video format and displayed continuously and prominently during the entire stream," the guidelines said.
However, the brand endorsements and collaborations sometimes land celebrities in trouble. Recently, Shah Rukh Khan's wife Gauri Khan reportedly faced an FIR after a person alleged that he bought a flat as she was the brand ambassador, but the flat was not handed over to him.
Earlier, a few celebrities were directed by the court to pay compensation as the companies endorsed by them failed to hand over the flats to the concerned customers.
Amid this, the Union government issued guidelines for celebrities and social media influencers as far as the ads are concerned. They were asked to make sure that they follow the guidelines. The guidelines say that the celebrities would not mislead the audiences with their endorsements.
A bunch of guidelines were issued by the Department of Consumer Affairs which falls under the Ministry of Consumer Affairs, Food and Public Distribution. In the guidelines, the celebrities were directed to mention the terms like advertisement", "ad", "sponsored","collaboration",or "partnership" in the ads.
The Ministry said that celebrities have the power of shaping the opinion of customers and hence they should be more careful with their work. Having said that, the Ministry mentioned in the guidelines that the celebrities should mention all these things.
How the disclosure should be was also mentioned in the guidelines. For the picture endorsements, the disclosure should be highlighted so that people won't miss it.
As far as the video endorsements are concerned, the disclosure should be in audio and video formats. However, the disclosure should not be mixed with hashtags and others.
"For endorsements in a picture, disclosures should be superimposed over the image enough for viewers to notice. For endorsements in a video or a live stream, disclosures should be made in both audio and video format and displayed continuously and prominently during the entire stream," the guidelines said.