Govt consults influencers, invites feedback on guidelines for Endorsements Know-hows

Mumbai, Apr 20 (KNN) The Department of Consumer Affairs on Wednesday held a round table dialogue at Mumbai with influencers, content creators, and their agencies on the recently released guidelines for celebrities, influencers, and virtual influencers on social media platforms.

The guidelines, titled “Endorsements Know-hows”, aims to ensure that individuals do not mislead their audiences when endorsing products or services.

It is to ensure that they are in compliance with the Consumer Protection Act and any associated rules or guidelines.

Rohit Kumar Singh, Secretary, Department of Consumer Affairs chaired the roundtable who emphasized the importance of education for influencers and creators regarding laws and regulations.

He also reassured attendees that the government does not intend to stifle creativity and the industry but to protect consumer interests without hindering creativity and business.

Singh suggested the formation of a self-regulatory organization for influencer marketing companies and the development of a creator or influencer recognition program in collaboration with the industry.

He also explored partnerships with industry, and influencer marketing companies to develop and disseminate resources, such as the guidelines and FAQs, to help influencers and creators better understand and comply with the guidelines.

The Secretary also acknowledged that there is a significant role that influencers and content creators play in shaping consumer opinions and purchasing decisions.

Anupam Mishra, Joint Secretary, Department of Consumer Affairs presented a detailed presentation on the recently released guidelines, Endorsement Know-Hows.

He stated that Department is actively encouraging influencers, content creators, and their agencies to provide feedback on the guidelines and their implementation.

This feedback will help the Department identify areas for improvement and make necessary amendments to ensure that the guidelines remain relevant and effective in safeguarding consumer interests and promoting responsible influencer marketing practices.

In the coming months, the Department of Consumer Affairs plans to organize more such round table discussions.

These events will provide an opportunity for influencers, content creators, and their agencies to ask questions, seek clarification, and share their experiences and best practices in implementing the guidelines.  (KNN Bureau)