Sun Sep 15 10:07:06 UTC 2024: ## India Cracks Down on Misleading Advertising Practices to Protect Consumers

**New Delhi, India** – The Indian government is taking a firm stance against misleading advertising practices, aiming to protect consumers from deceptive claims and ensure a fair and transparent marketplace.

The issue of misleading advertising has been a growing concern in India, where multinational brands, in particular, are often accused of exaggerating product qualities and using misleading terms like “organic”, “natural” and “fresh.” This practice is particularly concerning as the average Indian consumer is both aspirational and highly cost-conscious, making them more susceptible to deceptive claims.

While multiple laws exist to address misleading advertising, the lack of a singular governing body has created loopholes. However, a recent wave of regulatory changes is aiming to rectify the situation.

The **Consumer Protection Act, 2019 (CPA)**, has introduced stricter guidelines and empowered the **Central Consumer Protection Authority (CCPA)** to monitor deceptive practices and impose fines.

Additionally, the **Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022**, provide clarity on what constitutes a valid advertisement and emphasize truthful representation. These guidelines cover a wide range of advertising concerns, including bait ads, surrogate ads and those targeting children.

Furthermore, a landmark Supreme Court ruling in May 2024 mandates advertisers to submit a **Self-Declaration Certificate** before publishing or broadcasting any advertisement. This certificate ensures the advertisement complies with regulatory guidelines and avoids misleading claims.

These new regulations, coupled with the existing **Food Safety and Standards Act, 2006**, and the **Advertising Standards Council of India (ASCI)**, signal a significant shift towards a more transparent and accountable advertising landscape in India.

While these initiatives are promising, experts believe that consistent enforcement and collaboration between regulators, industry bodies, and consumers are crucial for long-term success. Businesses are being urged to prioritize transparency, ethical practices, and consumer trust, recognizing that these are essential elements for sustainable growth and success in the Indian marketplace.

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