ASCI tightens norms to keep celebrity influencers in check as violations rise

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₹40 lakhs or equivalent value per annum for appearing in advertisements or campaigns on any medium or format. Previously, the guidelines included only those earning ₹20 lakh from endorsements. The updated guidelines also expand the definition of "celebrity" to include notable personalities such as doctors, authors, activists, and educationists, extending beyond the traditionally recognized field of entertainment and sports.

Now, a celebrity, or their agent or manager must also give a signed written confirmation to the council that they have undertaken due diligence for the claims and representations made in the advertisement. The council said that it is because celebrities have a strong following and high credibility among consumers that advertisements featuring them must doubly ensure that claims made by them are not misleading, false, or unsubstantiated. This is especially also true of products or services which can cause serious financial loss and physical harm.

The guidelines, though self-compliant, have been developed so advertisers, too, can be guided to produce and release appropriate celebrity ads. The earlier list in 2017 was also a list of the top 100 celebrities. In January this year, the government's Central Consumer Protection Authority also brought out its rules for influencer endorsements where it would fine advertisers, manufacturers, and endorsers ₹10 lakh for the first offence and ₹50 lakh could be imposed as a subsequent penalty.

But this has a wider ambit than ASCI’s current update. The CCPA also stipulated that it could prohibit the endorser for up to one year if violations are found. This could be extended up to three years as well.