ASCI recently announced a set of guidelines that will help celebrities to perform due diligence on a product or brand they wish to endrose.

They should do due diligence to ensure that all description, claims and comparisons made in the advertisement they appear in or endorse are capable of being objectively ascertained and capable of substantiation and should not mislead or appear deceptive.

The veracity of the claims can be ascertained two ways. One is to do the background checks and research on their own. The claims in the past and futuristic claims are factored in.

Another way is approaching ASCI for assessing the claims. The query raised by the celebrity will be checked within ASCI and the veracity of claims will be tested. In order to have a deeper understanding, an expert can be called in. The findings will be presented to the celebrity. ASCI can make recommendations to relook at the claim in the light of the findings.

The findings can be used as a part of due diligence by the celebrity It builds up the case. It will allow to gauge the kind of  information the celebrity had access to with respect to the product or brand being endorsed.