Celebrity branding is a standard and possibly the preferred approach of attracting customers’ consideration. Many of us would have purchased health merchandise which might be being endorsed by our favorite movie star or influencers.

But there are equal variety of situations the place the claims being made for the product have been deceptive, which may spell catastrophe significantly when it issues well being and wellness, and monetary investments.

Aware of this problem, not too long ago the Union Government issued further pointers for individuals who declare to be well being and wellness celebrities, influencers and digital influencers. The pointers introduced out by the Ministry of Consumer Affairs, Food and Public Distribution, state that these folks need to current their particular certificates whereas endorsing any model or product on public platforms.

The pointers additionally state that licensed medical practitioners and well being and health specialists holding certifications from recognised establishments when sharing data, selling merchandise/providers or making any health-related claims, should disclose that they’re licensed well being/health specialists and medical practitioners.

Clear disclaimer required

Celebrities, influencers and digital influencers presenting themselves as well being specialists or medical practitioners, when sharing data, selling services or products or making any health-related claims, should present clear disclaimer.

Endorsers are inspired to conduct a radical evaluate and guarantee they’re able to substantiate the claims made within the commercial earlier than endorsing a services or products.

When selling well being and wellness services or products, celebrities, influencers and digital influencers are obliged to incorporate a disclaimer clarifying that their content material shouldn’t be seen as an alternative choice to skilled medical recommendation, analysis or therapy, the rules stipulate.

The pointers additionally outline common wellness and well being statements that aren’t related to particular services or products or not concentrating on particular well being situations or outcomes, that are exempt from these rules.

“These guidelines are much needed. They do however remain guidelines till implemented or till called to be implemented,” says Harish Bijoor, Business & Brand-strategy specialist. “To make them truly effective you need a whole host of shadow consumer-centric organisations in the private sector to emerge as positive minded vigilantes.”

While everybody agrees that the rules are the necessity of the hour, will it achieve fixing accountability? Will self-regulation work?