Brand ambassadors endorsing products should be brought under the ambit of the new consumer protection law as they influence choice of consumers, traders body CAIT said today.

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In a communication sent to Consumer Affairs Minister Ram Vilas Paswan, Confederation of All India Traders (CAIT) pitched for early passage of the new consumer protection bill.

"Brand ambassadors endorsing products should be brought under the ambit of consumer protection act since they influence choice of consumers and promote sale of products," it said in a statement.

It said that brand ambassadors are integral part of sales campaign of products.

"In fact, they act as service providers in entire sales mechanism and therefore they become subject to consumer protection act and also the money taken as consideration by the brand ambassadors is generally accounted in the cost of product," it added.

There is a need to fix the liability as well for the claims made by them in their product endorsements, it added.