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The Advertising Standards Council of India (ASCI) has made a significant update by broadening the definition of celebrities appearing in advertisements. According to the recent announcement, individuals who are social media influencers with over 5 lakh (500,000) followers or those earning more than ₹40 lakh per year will now fall under the classification of 'celebrities' in the context of advertising. This move is a response to the changing landscape of advertising and the growing influence of social media personalities on consumer behavior. The ASCI's decision aims to ensure that these high-reaching influencers uphold ethical standards when endorsing products and services, requiring them to demonstrate due diligence in their partnerships and avoiding the promotion of prohibited items.

Evolving Role of Celebrities in Advertising

Traditionally, celebrities endorsing brands were predominantly well-known actors and sports figures who could effectively sway the masses and lend credibility to products. However, the rise of social media has introduced a new breed of influencers who wield significant influence over their followers, often on a par with traditional celebrities. This change in dynamics has led the ASCI to revisit its classification of celebrities, acknowledging that the impact of influencers with substantial followings on platforms like Instagram, YouTube, and TikTok cannot be underestimated. As such, the ASCI's updated definition aims to ensure that these influencers uphold the same level of responsibility and accountability as established celebrities when participating in advertising campaigns.

Ensuring Consumer Protection and Adherence to Guidelines

With the exponential growth of misleading advertisements featuring celebrities and influencers, the ASCI recognizes the need to safeguard consumer interests. The organization has received a considerable number of complaints about deceptive endorsements that exploit the trust of consumers. By classifying influencers with significant reach as celebrities, the ASCI aims to create a level playing field in the advertising industry, with all endorsers adhering to the same set of guidelines. As the chief executive and secretary general of ASCI, Manisha Kapoor, highlighted, these personalities wield considerable influence over consumer spending habits, making it crucial to ensure their endorsements are transparent, credible, and devoid of any unethical practices.In conclusion, the ASCI's move to classify social media influencers with substantial followers or earnings as celebrities in advertising reflects the changing dynamics of mass influence and consumer behavior. By doing so, the organization aims to regulate endorsements across all platforms and ensure that influencers maintain the same ethical standards as established celebrities. This step is essential to protect consumers from misleading advertisements and promote transparency and credibility in the advertising industry.-