ASCI : influencers with 5 Lakh+ followers are considered Celebs
The Advertising Standards Council of India (ASCI) has recently revised its definition of celebrities within its code, recognizing the changing landscape of influence in the age of social media. This shift comes as a response to the significant impact of social media influencers, who now wield substantial power in shaping consumer behavior.
Previously, the term “celebrity” was confined to prominent figures from the realms of sports and entertainment. However, with the rise of digital media and the growing popularity of influencers, this definition has undergone a transformative shift. In the modern era, individuals with a substantial social media following of 500,000 or more are now also considered celebrities under the ASCI Code.
Furthermore, the updated ASCI Code stipulates that individuals earning a compensation of Rs 40 lakh or an equivalent amount annually for their participation in advertisements or campaigns across various media formats will also be classified as celebrities. This expansion of the definition acknowledges the substantial influence that these individuals wield over a wide audience.
The guidelines laid out by ASCI hold celebrities to a high standard of responsibility. Advertisements featuring celebrities must align with the ASCI Code and adhere to its principles. Additionally, celebrities are required to ensure that any claims made in these advertisements are backed by verifiable evidence or are based on their genuine, recent experiences and opinions related to the promoted product or service.
To ensure consumer protection, celebrities are also expected to conduct thorough due diligence. This involves verifying the accuracy of claims featured in the advertisements they endorse. If the veracity of a claim cannot be objectively confirmed, celebrities should seek guidance from ASCI to ensure their endorsement adheres to the highest standards of accuracy and transparency.
Moreover, celebrities are prohibited from endorsing products, treatments, or remedies that are forbidden for advertising under the Drugs & Magic Remedies (Objectionable Advertisements) Act, 1954, as well as the updated Drugs & Cosmetic Act, 1940, and Rules 1945 (Schedule J). This measure safeguards against endorsements that could potentially lead to financial loss or physical harm for consumers.
The rationale behind this update stems from the exponential growth in advertisements featuring celebrities that have been found to be misleading. In the past year alone, Advertising Standard Council of India has reviewed and processed over 500 such ads, a significant increase from the previous year's count of 55. This surge underscores the pressing need for heightened diligence among celebrities to prevent the dissemination of inaccurate or deceptive claims.
Manisha Kapoor, CEO, and Secretary General of ASCI, emphasized the importance of safeguarding consumer interests, particularly when celebrities endorse products or services that could have serious repercussions. This update reflects ASCI's commitment to promoting consumer safety by holding celebrities accountable for their endorsements and ensuring that consumers are not misled.
In conclusion, the updated ASCI Code reflects the evolving landscape of influence, acknowledging the substantial impact of social media influencers. By broadening the definition of celebrities and imposing rigorous standards for endorsements, ASCI aims to bolster consumer protection and foster a more transparent and responsible advertising environment.
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