Supreme Court warns celebrities and influencers; Take responsibility for approved products

NEW DELHI: In a landmark ruling, India’s Supreme Court has placed the onus on celebrities, influencers and public figures who endorse products in advertisements. The top court, chaired by Justices Hima Kohli and Ahsanuddin Amanullah, made the claim while deliberating on a case filed by the Indian Medical Association (IMA) against Patanjali Ayurved for misleading advertisements.

The bench stated unequivocally: “We are of the view that the advertisers or the advertising agencies or endorsers are equally responsible for issuing false and misleading advertisements.” This groundbreaking decision underlines the critical role public figures play in promoting products and emphasizes the importance of ethical behavior when endorsing goods and services.

The court highlighted the influence that celebrities and influencers exert in shaping consumer behavior and emphasized the need for them to exercise caution and care in associating with any product during advertising campaigns. This warning is in line with the Central Consumer Protection Authority (CCPA) guidelines, which mandate transparency regarding paid endorsements.

In addition, the Supreme Court has directed the Ministry of Consumer Affairs to file an affidavit outlining the measures taken to combat misleading advertising practices, particularly within the food sector. This proactive attitude reflects the commitment of the judiciary to protect consumer interests and ensure the veracity of promotional content.

The present case revolves around advertisements propagated by Patanjali Ayurved, the company of famous yoga guru Ramdev, which claimed to be able to cure conditions such as diabetes with its pharmaceutical products. While addressing this issue, the court reiterated its position that both advertisers and endorsers are equally liable for misleading advertisements.

Moreover, the Supreme Court emphasized the need for advertisers to adhere to strict regulations, requiring them to file a self-declaration in accordance with the Cable TV Rules of 1994 before airing their advertisements. This measure aims to strengthen accountability and transparency in advertising practices and thus increase consumer confidence.

This development follows an earlier reprimand against Ramdev, in which the Supreme Court questioned his disparaging remarks against allopathic medicine and practitioners. The court’s oversight underscores its commitment to maintaining the integrity of the health care system and ensuring the dissemination of accurate information to the public.

Essentially, the Supreme Court’s warning serves as a call to arms to celebrities, influencers and advertisers alike, reminding them of their ethical obligations and the consequences of approving misleading advertisements. Because consumer protection is of paramount importance, regulatory oversight and judicial intervention remain critical in curbing deceptive marketing tactics and enforcing consumer rights.