According to the Advertising Standards Council of India (ASCI), a significant surge in complaints has been observed against celebrities for their endorsements. The self-regulatory body of the advertising industry made this announcement on Wednesday.
The Advertising Standards Council of India (ASCI) said in a report that 503 advertisements related complaints against celebrities were registered in the financial year 2022-23, which is 803 percent more than 55 cases a year ago. As per the report, celebrities are now mandated by the Consumer Protection Act to conduct due diligence before endorsing any advertisement.
However, a staggering 97% of the cases reviewed have revealed that they have failed to furnish any proof of such due diligence. The list is led by Dhoni and Bhuvan Bam.
Mahendra Singh Dhoni, the cricketer, has emerged as the leader among these celebrities with a total of 10 complaints. In addition to others, Bhuvan Bam, a popular YouTuber, is facing seven cases for failing to comply with advertising regulations.
According to the report, approximately 50% of the infractions were discovered in advertisements pertaining to gaming, education, healthcare, and personal care items. In the fiscal year 2022-23, the advertising industry’s regulatory body has reportedly received a staggering 8,951 complaints.
In response, the organization reviewed a total of 7,928 advertisements. What makes this noteworthy is that approximately 75% of the advertisements were exclusively released on digital platforms.
The ASCI has expressed serious concerns regarding the safety of consumers on online forums, following a breach in digital media.
