CCPA Guidelines on Advertisements and Endorsements

• 12 Mar 2026

On 11th March 2026, the Central Consumer Protection Authority issued guidelines on advertisements and endorsements.

• The guidelines mandate due diligence for celebrity and influencer endorsements.
• They aim to prevent misleading advertisements and false claims.
• The CCPA was established under Section 10 of the Consumer Protection Act, 2019.
• The authority regulates violations of consumer rights and unfair trade practices.
• It also addresses false or misleading advertisements.
• The guidelines specify conditions for non-misleading and valid advertisements.
• They include provisions regarding bait advertisements.
• Surrogate advertising is prohibited under the guidelines.
• The rules also regulate advertisements targeting children.
• The guidelines specify proper use of disclaimers in advertisements.
• Responsibilities are defined for manufacturers, advertisers and advertising agencies.