ASCI has expanded the definition of ‘celebrities’ in advertising, requiring celebrities with over 5 lakh followers or yearly income to abide by the Advertising Standards Council of India’s code. The organization emphasized consumer protection and emphasized the importance of research before promoting products and avoiding illegal goods.
Influencers with more than 5 lakh followers or a yearly income of more than 40 lakh would henceforth be categorized as ‘celebrities’ in commercials, ASCI announced on Wednesday.
The definition of a celebrity and who must abide by the Advertising Standards Council of India’s code has been expanded. ASCI is a self-regulatory organisation for the advertising business.
Celebrities must abide by the rules, which include conducting their research before agreeing to promote a product, providing proof of this when asked by Asci, and refraining from selling illegal goods.
According to a statement from Asci, the phenomenon of social media influencers has recently led to the emergence of new centers of mass influence, necessitating a revision of the definition.
It said that historically, well-known actors and sports figures were the main kind of celebrities who could endorse products and have a significant impact on big populations of people.
According to Asci, disregarding rules is routine, and in FY23, the organization processed more than 500 deceptive advertisements starring famous people.
We have a variety of online personalities that are very well-liked by users and have strong personal links to them. Consumers who trust them have their buying patterns influenced by these personalities. The body’s chief executive and secretary general, Manisha Kapoor, stressed that it is crucial to maintain consumer protection.
Conclusion
ASCI has expanded the definition of a celebrity to include individuals with over 5 lakh followers or a yearly income of over 40 lakh. The Advertising Standards Council of India (ASCI) is a self-regulatory organization for advertising businesses, requiring celebrities to conduct research before promoting products, provide proof of promotion, and avoid selling illegal goods. The phenomenon of social media influencers has led to the emergence of new centers of mass influence, with well-known actors and sports figures being the main types of celebrities. Asci has reported that disregarding rules is routine, with over 500 deceptive advertisements starring famous people in FY23. The organization emphasizes the importance of maintaining consumer protection in the advertising industry.
