Guidelines to prevent misleading ads


The Central Consumer Protection Authority (CCPA) has notified the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022. The intention of the new guidelines is to protect consumer interests from misleading advertisements, said the Ministry of Consumer Affairs, Food and Public Distribution.

The Department of Consumer Affairs defines a misleading advertisement as “any advertisement or promotion through television, radio or any other electronic media, newspapers, banners, posters, handbills, wall-writing, etc., to misrepresent the nature, characteristics, qualities or geographic origin of goods, services or commercial activities so as to mislead the consumer”.

Those who could be held liable include the manufacturer, service provider, trader, ad agency, or an endorser whose services have been used for the promotion of the goods, product or service. The new directive lists seven conditions for advertisements to be considered non-misleading.