'Explicit and clear': New ad rules set celebrity endorsement guidelines

Management firms argue that holding stars accountable is unfair; experts say step needed to check misleading claims in ads

Stars may have to think twice before endorsing a brand. On Friday, the Department of Consumer Affairs, Government of India, notified guidelines that specify due diligence to be carried out by celebrities when endorsing brands.

For the advertising industry, regulators and consumers in general who are struggling with misleading claims made by brands, the guidelines hold promise and hope, say experts.

To be sure, this isn’t the first instance that celebrity endorsements have come into the spotlight. In 2019, the government had brought the Consumer Protection Act into effect, seeking to make celebrities liable for their endorsements. The Act, which