From vague diet pills to energy drinks, pain creams, credit cards, rapper snacks, and even dubious libido enhancers, celebrities and social media influencers are making millions promoting dubious products. The dark side of celebrity advertising is that people pay the “ultimate price,” both financially and physically.
The recent Pan Masala ad featuring Shah Rukh Khan, Ajay Devgn and Tiger Shroff created a furor. Hundreds of netizens accused them of promoting harmful and addictive tobacco products. Earlier, Akshay Kumar faced public wrath for promoting the Pan Masala ad. Though Akshay publicly apologized, the damage was already done. Love them or hate them, Kim Kardashian and Kylie Jenner have social media followings to rival an entire nation. From cosmetics to weight loss pills to green tea, they have promoted products that have drawn harsh criticism from medical experts and the public.
Face value
Celebrities, whether they are celebrities or Instagram influencers, earn millions through the sale of products. A Harvard Business School study found that a 20-40% increase in sales and trust is associated with celebrity endorsements and celebrity image. Dr Aarushi Dewan, consultant and clinical psychologist at Aakash Health-care, New Delhi, says that influencers often portray an ideal life. “It resonates with followers' aspirations and aspirations. Be it beauty, success, fitness or a particular lifestyle, followers see the influencer as a model for what they want in their own life. This identification with the influencer leads to imitation and trust without critical evaluation, commonly known as social proof.” Emotional engagement enhances memory and persuasion, making it easier for followers to adopt the influencer's perspective and behavior without critical analysis.
Product backlash
Many celebrities have come under fire for promoting products that don't live up to consumer expectations. For example, Yami Gautam, a popular brand ambassador for skin-whitening cream, was criticized for claiming that her naturally fair skin was due to the product. When the FDA found that a brand of noodles promoted by Preity Zinta and Madhuri Dixit contained excessive amounts of “lead,” the brand and the two actors incurred public outrage for promoting the product without conducting background checks. In the age of social media, many are daring to call out celebrities for promoting questionable products.
According to the Advertising Standards Council of India, cricketers occupy the top two in the list of “non-compliant celebrities”. “These celebrities continue to mislead consumers,” said the annual report, which revealed the startling figures. After reviewing 503 advertisements, cases against celebrity endorsements surged by a whopping 803% in FY23. “Good celebrity marketing can effectively hook consumers and motivate them to buy a product. However, if the experience does not live up to expectations, consumers are unlikely to choose to buy the same product again,” said Debayan Das, Celebrity Social Media Manager, Talentwala.
Legal implications
The Consumer Affairs Department of the Ministry of Consumer Affairs, Food and Public Distribution has released a guide for celebrities and virtual influencers called “How to Endorse!”, stating that endorsements must be made in simple and clear language. Terms like “advertisement”, “sponsorship” and “paid promotion” can be used. Celebrities cannot endorse products or services they have not done due diligence on or have personally used or experienced. Recently, the Supreme Court came to a strict halt against Baba Ramdev’s Patanjali for making unscientific and misleading claims about its products. The CCPA has the power to impose a penalty of Rs 10 lakh on manufacturers, advertisers and endorsers for making misleading advertising claims, with the penalty increasing to Rs 50 lakh for repeated violations. The CCPA can also ban brand ambassadors from endorsing products for up to three years if they violate the guidelines.
“Under the Consumer Protection Act, 2019 and other relevant legal provisions, consumers can sue influencers if they are prejudiced due to unfair trade practices or sharing of misleading, false or harmful information. Consumers have the right to file a complaint before a Consumer Dispute Redressal Commission,” said Shwetank Dubey, a lawyer representing the Supreme Court and Allahabad High Court.
Public backlash
• Yami Gautam faced backlash after promoting a skin whitening cream that claimed to whiten naturally fair skin.
• Shah Rukh Khan, Ajay Devgn, Akshay Kumar and Tiger Shroff drew public outrage for promoting Pan Masala ad.
• Vivek Mittal claimed that sleeping with head facing north leads to brain hemorrhage.
• MS Dhoni, Virat Kohli and Bhuvan Bam came under fire for endorsing real money games without a 'habit' disclaimer.
• Madhuri Dixit Nene, Amitabh Bachchan and Preity Zinta came under fire for promoting noodles that contained high levels of lead.
• Cardi B and Kylie Jenner were slammed for promoting “detox teas” for weight loss.
• The Supreme Court issued a stern ruling against Baba Ramdev's Patanjali for claiming that its products would cure thyroid, diabetes and macular degeneration.
