The first ever guidelines for advertisements under the Consumer Protection Act will make celebrities appearing in the advertisements responsible for the claims made in comparative endorsements. The advertising agency making the advertisement, the manufacturer, and the service provider will also be responsible for any factual inaccuracies and unscientific claims. Such advertisements will be treated as misleading advertisements.
The consumer affairs ministry has prepared the guidelines which will be notified in a month. Since film stars endorse a lot of products through comparative advertisements, they will have to be careful when the new guideline becomes the rule.