Editorial

Celebrities Endorsement: Re-look at Consumer Protection Law

If a product claims to deliver magical results with a certain condition – like dark complexion or ageing or pimples or pale teeth – and also cites some scientific basis to the claim, the advertisers and the endorser must be burdened with greater degree of accountability than, say, a manufacturer of a carbonated drink advertising his product by showing a celebrity endorser perform superhuman feats after consuming the drink in the advertisement.

Advertisers must be penalized for willfully misleading people a lot more heavily than the celebrity endorser enlisted for the purpose because an endorser can be expected to know only so much about the product. The penalty, therefore, must be strictly proportionate to the blameworthiness.

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