In a recent development, The Centre has issued endorsement guidelines specifically targeting celebrities and social media influencers. These rules mandate the influencers to clearly disclose any monetary or material benefits received from the promotion of a product or brand on their social media platforms.
Understanding the New Guideline for Enforcement on Social Media
The new guidelines stipulate that disclosures should be prominently visible in all endorsements. This means terms such as ‘advertisement’, ‘sponsored’, or ‘paid promotion’ should be used for clarity. This aims at preventing individuals from misleading their followers with unfair trading practices during endorsements. Compliance with the Consumer Protection Act 2019 and other related rules is a necessity. If these guidelines are violated, the penalty would be as prescribed under the Consumer Protection Act 2019.
The Impact of Non-Compliance to New Guidelines
In case of any contraventions, the Central Consumer Protection Authority (CCPA) can impose a penalty of up to ₹10 lakh on manufacturers, advertisers, and endorsers. For repeated offences, the penalty can increase to ₹50 lakh. The CCPA also holds the power to ban the endorser of a misleading advertisement from endorsing any product for up to one year, and an extension of up to three years for subsequent violations.
The Influence of Social Media in India
Social media usage in India is surging. As per Global Statistics, India observes a steady growth rate in social media users with the count reaching 467 million in 2022. The cause behind this surge is the deep penetration of internet connectivity among the masses. Not to forget, the total number of internet users in India has reached a staggering 658 million, which constitutes roughly 47% of the total population.
The Pros and Cons of Social Media
Social media has undeniably democratized information and facilitated broader communication paths. Today, it empowers common people to interact directly with the government, avail government services, express creativity, and enhance customer engagements. However, it also comes with its share of challenges such as misleading advertising, cyberbullying, harassment, privacy concerns, and a lack of regulation, leading to fake news and hate speech exposure.
Suggestions for Enhancing Social Media Use
Promoting responsible social media usage is a necessity. Teaching digital literacy across all educational institutions is an effective solution. Stricter content moderation policies should be implemented by social media companies. Additionally, a dedicated policy regulating social media, making platforms accountable for not targeting youth as consumers, can lead to safer and more ethical use of these platforms.
While social media provides various benefits and opportunities, it’s essential to be aware of its potential risks. Stricter regulations and accountability measures need to be in place to ensure that it is used responsibly and ethically. As technology continues to advance, staying informed and being proactive about digital safety should be a priority for everyone.
