CCPA issues new guidelines for advertisements, bans surrogate ads

The Central Consumer Protection Authority (CCPA) has issued new guidelines for advertisements on 10 June 2022. According to the guideline, action will now be taken against misleading advertisements. But the question is, what are deceptive ads? What is the guideline? And which ads would be considered deceptive? Zee Business' Ambarish Pandey reports.

Pandey said the government on Friday issued guidelines for misleading advertisements which are now into effect. The companies are already aware of this.

What are deceptive advertisements?
If the information given by the advertisements is not found in the claim of the product, then those advertisements will be considered as deceptive advertisements. Advertisements that differ from their disclaimer shall also be deemed to be misleading advertisements. Furthermore, if a celebrity is making a claim in an advertisement and the same is not found to be true, irrespective of the level - company or consumer complaint, then that advertisement also falls under the deceptive advertising category.
The biggest guideline from the government is that surrogate advertising has been banned. This means that advertisements related to the same size, color, type, etc. of a product are no longer valid.

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So far CCPA has sent 117 notices. Out of which 57 have been sent for misleading advertisements, 47 for unfair trade practice advertisements and 9 for obstructing consumer rights.

Here are the guidelines released by the government for an advertisement:

• Surrogate advertisement has been banned. The company can't advertise products related that are related to any color, size, gender, type etc.
• Free advertisement will be said to be misleading if conditions apply
• Charities Using Kids, Nutrition Claims May Also Be Misleading
• No professional can be used for brand promotion
• Whatever is mentioned in the terms and conditions as free, it should also be free in the disclaimer
• Those advertisements of the company which are being done by people associated with the company, then you have to tell what we are related to the company.
• Duties of Manufacturer, Service Provider
•    -  Manufacturers will give correct information about their product
•    -  The information on the basis of which the claim has been made will have to be given.