Brand promoters on Reel or YouTube should be alert, breaking the new rules will attract a fine of up to Rs 50 lakh

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Brand promoters on Reel or YouTube should be alert, breaking the new rules will attract a fine of up to Rs 50 lakh

Social Media Influencer Guidelines for Endorsements: Nowadays many people are earning a lot of money by becoming Social Media Influencer through Instagram Reels YouTube Videos. A new government rule has been issued for such people, for violating which there is a provision of fine up to Rs 50 lakh. The government has made complete preparations for this. The Indian government has made it mandatory for social media influencers to disclose their “material affiliations” and interests while promoting products and services, failing which strict legal measures will be taken like banning the advertisement.

These guidelines of the Government of India are part of the ongoing efforts to curb misleading advertisements as well as protect the interests of consumers. This is important in the sense that by the year 2025, the social media influencer market is estimated to be around Rs 2,800 crore. Those who influence the public by keeping their opinion about any product or services on social media platforms are called influencers.

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The Department of Consumer Affairs has issued new guidelines regarding celebrities, influencers’ online media influencers on social media platforms. In case of their violation, the penalty prescribed for misleading advertisement will be imposed under the Consumer Protection Act 2019.

The Central Consumer Protection Authority (CCPA) can impose a penalty of up to Rs 10 lakh on manufacturers, advertisers and promoters of products in relation to misleading advertisements. For repeated violations of the rules, the amount of fine can be increased up to Rs 50 lakh. Apart from this, the authority can stop the propagator of any misleading advertisement from any advertisement for one year, which can also be extended up to three years.

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Addressing a press conference here, Consumer Affairs Secretary Rohit Kumar Singh said the new guidelines have been issued within the purview of the Consumer Act which provides a framework to protect consumers against unfair trade practices and misleading advertisements.

He expressed hope that the guidelines would act as a deterrent to influencers using social media. He said, this is a very important issue. In the year 2022, the social media influencer market in India was worth Rs 1,275 crore. But by the year 2025, it is likely to reach Rs 2,800 crore with an annual growth rate of about 19-20 percent.

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The number of influencers influencing social media in the country has crossed one lakh and it is expected to increase with the increase in the spread of internet.

The Consumer Affairs Secretary said, in such a situation, social media influencers need to behave responsibly. Now they have to give information about their physical connection with the product or service they are advertising on social media.

On this occasion, CCPA Chief Commissioner Nidhi Khare said that misleading advertisement in any form, format or medium is prohibited by law. Keeping this in mind, instructions have been issued for social media influencers regarding the need for disclosure and its methods. (with language input)