Consumer affairs ministry issues guidelines for social media influencers

Celebrities and social media influencers will be required to disclose their material connections with a brand, service or company, including free products, contests and sweepstakes entries, trips or hotel stays, media barters, coverage and awards, in a fresh policy on ‘endorsements-know-hows’ announced by the ministry of consumer affairs on Friday.

“The whole issue is centred around the consumer’s right to know. It is the responsibility of the endorser, celebrities and influencers or other advertisers to truthfully disclose whatever information the consumer must know before making any decision for purchase,” the ministry said.

Underlining the persons who should disclose the nature of their endorsements, Rohit Kumar Singh, secretary of the department of consumer affairs, said, “Individuals/groups who have access to an audience and the power to affect their purchasing decisions about a product, brand or service because of the influencer’s authority, knowledge, position or relationship with their audience.”