Campaign India Team
Jul 30, 2019

Consumer Protection Bill 2019 to tighten screws on the ad industry

A central government authority to impose penalties on manufacturers, endorsers and even publishers of misleading advertisements. Penalties include a jail term up to five years for repeat offenders

Consumer Protection Bill 2019 to tighten screws on the ad industry
The Consumer Protection Bill 2019 that was cleared by the Lok Sabha on Tuesday makes the game harder for the advertising industry.
 
The act was revised as misleading advertisements, tele-marketing, multi-level marketing, direct selling and e-commerce pose new challenges to consumer protection and will require appropriate and swift executive interventions. "Therefore, it has become inevitable to amend the Act to address the myriad and constantly emerging vulnerabilities of the consumers," said a government notification.
 
Offenders can face a jail term upto two years and repeat offenders can even be jailed upto five years, according to the new bill. Any manufacturer or service provider who causes a false or misleading advertisement to be made which is prejudicial to the interest of consumers shall be punished with imprisonment for a term which may extend to two years and with fine which may extend to ten lakh rupees; and for every subsequent offence, be punished with imprisonment for a term which may extend to five years and with fine which may extend to fifty lakh rupees.
 
There is also a provision for class action law suit for ensuring that rights of consumers are not infringed upon.
 
The new act even tightens the screw around brand ambassadors or endorsers. Product endorsers can protect themselves from a penalty only if they have exercised due diligence to verify the veracity of the claims made in the advertisement regarding the product or service being endorsed by them.
 
Authorities ranging from the district collector to the rank of a director general can take action against errant advertisers. A Central Consumer Protection Authority to be known as the Central Authority will regulate matters relating to violation of rights of consumers, unfair trade practices and false or misleading advertisements which are prejudicial to the interests of consumers.
 
The Central Authority shall consist of a Chief Commissioner and such number of other Commissioners as may be prescribed, to be appointed by the Central Government to exercise the powers and discharge the functions under this Act.
 
The Central Authority has the powers to prohibit the endorser of a false or misleading advertisement from making endorsement of any product or service for a period which may extend to one year.
 
The Central Authority has powers to issue directions and penalties against false or misleading advertisements. The Central Authority may, after receiving any information or complaint or directions from the Central Government or of its own motion, conduct or cause to be conducted a preliminary inquiry as to whether there exists a prima facie case of violation of consumer rights or any unfair trade practice or any false or misleading advertisement, by any person, which is prejudicial to the public interest or to the interests of consumers and if it is satisfied that there exists a prima facie case, it shall cause investigation to be made by the Director General or by the District Collector.
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
You will never unsee Jif's man-squirrel in new spots from Publicis
Premium
18 hours ago

You will never unsee Jif's man-squirrel in new ...

The creative shop launched a double campaign with Jif and Smuckers.

Premium
Bobo and Bladder adventure through Elvie's funny ads about female incontinence
Premium
18 hours ago

Bobo and Bladder adventure through Elvie's funny ...

Tech start-up wants women with incontinence to know they are not alone.

Premium
The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film
Premium
18 hours ago

The scent of a gamer: Lynx tie-in with Xbox debuts, ...

An inexplicable dual-branded product line launches in ANZ with a four-minute paint-by-the-numbers film about a socially awkward guy who (spoiler alert) gets the girl in the end.

Premium
Sofa story sparkles in Fevicol's diamond jubilee commercial
Premium
19 hours ago

Sofa story sparkles in Fevicol's diamond jubilee ...

Watch the film conceptualised by Ogilvy here