Celebrities and Virtual Influencers, Pay heed to the law!

Alert! Centre releases fresh guidelines for Health and Wellness Celebrities, Influencers and Virtual Influencers

The Department of Consumer Affairs has lately come up with an update in which they've released fresh guidelines for celebrities, influencers and virtual influencers presenting themselves as health experts or medical practitioners.

Content created by celebrities and influencers has a major impact on a lot of people, therefore the end of these fresh guidelines is to ensure the applicability and authenticity of the information delivered to their audience. Mentioned below are some crucial points released in the guidelines which these influencers should adhere to:

1. Disclosure of Certification: Certified medical practitioners and health and fitness experts holding certifications from recognized institutions must disclose that they're certified health/ fitness experts and medical practitioners when sharing information, promoting products or services or making any health-related claims. 
2. Provide Clear Disclaimers: Celebrities and virtual influencers who portray themselves as medical and health experts, should give clear disclaimers as to emphasize that their endorsements are a mere source of promotion or advice rather than a professional substitute for the same.
3. Due Diligence and Fact-based Information: They should make sure that the information they share is substantiated by facts and should also refrain from making false, deceiving or exaggerated claims that could potentially mislead their consumers.

These guidelines will help health and wellness influencers to deliver authentic and reliable content to their followership, therefore ensuring their trust and well-being.

General Responsibilities of Influencers

In addition to the guidelines specified by the Consumer Affairs department, celebrities and virtual influencers should also keep in mind the following points before sharing any information with their audience:

• Credible Source: Ensure that all the medical and health information propagated should be medically accurate and is supported by credible sources. 
• Disclosure of Relationships: Disclosing the relationships with brands or products being promoted so as to maintain trust with the audience.
• Respect Privacy: Respect the privacy of individuals featured in your content, especially when sharing personal stories or testimonials.
• Engage with the audience: Engage with your audience and retort to their questions or concerns about the content. Address criticism or feedback professionally and respectfully.
• Mental Health Sensitivity: When discussing internal health motifs, one should do so with empathy and should possess sensitive attitude.

Repercussions of not adhering to the guidelines   

Not adhering to the guidelines laid down by the Department of Consumer Affairs will lead to the penalization of violators in accordance to the Consumer Protection Act 2019 and other applicable provisions of the law.

General Exemption  

While the guidelines outlined are comprehensive and applicable to a wide range of celebrities, influencers and virtual influencers, certain exemptions are in place. Celebrities, influencers and virtual influencers who share general wellness and health advice, not associated with specific products or services or not targeting specific health conditions or issues, are exempt from these regulations. Therefore no legal action would be taken against them.

The main purpose of imposing these guidelines is to protect consumers from misleading information. The consumer affairs department is committed to securing consumer interests and promoting a fair and transparent marketplace, especially in the increasingly influential digital space. These guidelines will further strengthen the industry and protect consumer interests

STAY SMART! STAY SATARK!

 

          Blog by: Shreya Jain