Mumbai: The Advertising Standards Council of India (ASCI), a self-regulatory authority overseeing the advertising sector, has extended the criteria for classifying individuals as ‘celebrities’ in advertisements. According to the updated standards announced on Wednesday, influencers who possess a follower count exceeding 5 lakh or earn an annual income of over ₹40 lakh will now fall under the ‘celebrity’ category.
This alteration in the definition comes as a response to the growing impact of social media influencers as significant sources of mass influence. Traditionally, celebrities endorsing brands were typically prominent actors and sports personalities known for their ability to sway large audiences.
ASCI emphasized that celebrities, whether traditional or influencers, must diligently evaluate brands before endorsing them. Additionally, they are required to furnish evidence of this diligence when requested by ASCI. Furthermore, celebrities must refrain from endorsing prohibited items.
ASCI highlighted that despite existing guidelines, it observed numerous instances of guideline violations. In the current fiscal year (FY23) alone, over 500 misleading advertisements featuring celebrities were processed by ASCI. “We now have a diverse range of individuals who wield substantial influence on social media and share a deeply personal connection with consumers. These figures impact consumer spending habits and enjoy a high level of trust. Thus, safeguarding consumers is of utmost importance,” remarked Manisha Kapoor, Chief Executive and Secretary General of ASCI.
