The self-regulatory authority for advertising ‘Advertising Standards Council of India’ (ASCI) said on Wednesday that complaints against celebrities had significantly increased and that many of them had neglected to provide any proof of due diligence. The regulatory authority published a list of celebrities who didn’t do proper due diligence, with Chennai Super Kings captain MS Dhoni at the top of the list. Follow cricket NEWS & LIVE updates with InsideSport.IN
According to ASCI, the number of complaints about celebrity endorsements increased by 803%, from 55 last year to 503 this year.
“In spite of the Consumer Protection Act now legally requiring celebrities to do their due diligence when they appear in ads, in 97 percent of cases processed by ASCI featuring celebrities, they failed to provide any evidence of due diligence,” the report said.
According to the regulatory body, MS Dhoni is at the top of the list of celebrities who failed to do the essential due diligence and were involved in 10 cases of non-compliance. Bhuvan Bam, a comedian on YouTube, followed MS Dhoni with seven charges of non-compliance.
The ASCI analysis found that gaming, classical education, healthcare, and personal care had the greatest percentages of inappropriate content and advertising laws violations. More over half of all breaches fell under these categories.
8,951 complaints in total were made to the self-regulatory organisation of the advertising business during the fiscal year 2023. From these complaints, 7,928 commercials in different media types were examined for possible infractions. Notably, 34 of the ads that were evaluated were discovered on digital media platforms.
“This (violation on digital media) raises serious concerns about the safety of consumers in the online space,” the body stated. Influencers are involved in one-fourth of all complaints made to the ASCI, with personal being the most common offender.
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