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Department of Consumer Affairs releases guidelines for advertisements

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New Delhi, June 10 (SocialNews.XYZ) Seeking to provide greater clarity on various aspects related to what constitutes “misleading advertisements”, the Center said on Friday that the new guidelines also provide a framework for manufacturers, service providers, advertisers and advertising agencies.

“Advertising is of great importance to consumers. It has a very important paradigm for consumers. These guidelines provide an overview of how to deal with misleading advertisements, if they are harmful to the interest of consumers. For the to make it more explicit, to make it more clear so no one is caught off guard, they should know what the framework is, we’ve come up with these guidelines,” Consumer Secretary Rohit Kumar said.


Kumar was speaking to the media under the Central Consumer Protection Authority Guidelines (Prevention of Misleading Advertisements and Necessary Due Diligence for Approval of Advertisements), 2022 issued by the Central Consumer Protection Authority (CCPA ) late Thursday evening.

These guidelines are due to come into force on Friday.

In accordance with section 2(28) of the Consumer Protection Act 2019, the term “misleading” advertising means advertisements which falsely describe a product or service; makes a false warranty or is likely to mislead consumers as to the nature, substance, quantity or quality of a product or service; or conveys any express or implied statement that, if made by the manufacturer, seller or service provider thereof, would constitute an unfair trade practice; or deliberately conceals important information.

These guidelines provide various criteria for an advertisement to be considered valid and not misleading; provide clarity on bait ads, substitute ads, and free claim ads; setting the conditions to be observed when broadcasting bait ads and free complaint ads; prohibit substitute advertisements and list various factors to consider when posting advertisements specifically targeting children.

The guidelines also provide for various obligations of the manufacturer, service provider, advertiser and advertising agency.

“The product or service advertisement must indicate the source and date of the independent research or evaluation in the event that the claims in the advertisement are based on or supported by such research or evaluation; it must specify the diligence reasonable to make when approving advertisements and must reflect the genuine and reasonably current opinion of the individual, group or organization making such representation. The advertisement must be based on adequate information or experience with the identified goods, products or services,” he said.

Source: IANS

Department of Consumer Affairs releases guidelines for advertisements

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