The Advertising Standards Council of India (ASCI) released fresh guidelines in August 2023 for celebrities. It has now broadened definition of celebrities to include those who have 5 lac plus followers on social media. These celebrities will have to exercise due diligence before endorsing the brands.

The claims made by the brand and the descriptions in the ad must be valid. Celebrities cannot endorse any product or brand that has a health warning.

Due diligence consists of making sure that description, claims and comparisons in ads the celebrities appear in or endorse are verifiable, and do not mislead or be deceptive.

ASCI has redefined celebrities to include famous and well-known people who get compensation of 40 lac or more per annum for appearing in ads or campaigns in any media.

The rise of social media necessacitated the change of definition of a celebrity.

Celebrities do influence the spending habits of consumers who trust them. It is necessary to protect consumers.

The guidelines prohibit celebrities to endorse anything covered by the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and the Drugs and Cosmetics Act, 1940 and Rules, 1945.

Testimonials, endorsements, or representations opinions or preferences of celebrities must align with their current thinking and be based on information about or experience with the product being advertised.