During the epidemic, consumers noticed a shift in advertising. According to a survey on TV advertising by TAM Media Research, advertisements for hand sanitizers rose 100 percent on television in 2020, while advertisements for personal care and hygiene items accounted for 20 percent of overall television advertisements.
Consumers began to protest that, while some of these treatments were indeed beneficial, several firms erroneously advertised COVID cures or immunity.
According to the Department of Consumer Affairs’ online platform, Grievances Against Misleading Commercials (gama.gov.in), the platform received over 6000 complaints of misleading advertisements from 2019 to 2021.
In addition, the Advertising Standards Council of India (ASCI), a self-regulatory industry group, discovered that over 300 advertising in 2020-22 made untested claims about COVID-19.
During that time, just 12 COVID-19 commercials were deemed to be scientifically correct. Consumers have complained that in many cases, celebrities and influencers, including celebrities and influencers, Whether intentionally or unintentionally, they are seen making baseless claims about such things.
The CCPA recently ordered the removal of Sensodyne advertisements from the country because they violated regulations by showing dentists practising outside of India promoting the products.
It also ordered Naaptol Online Shopping Ltd to stop using deceptive advertising and imposed a fine of INR 10 lakh after 399 complaints were filed against the company. Many consumers on LocalCircles praised CCPA for both of these moves.
Consumers in India can file complaints with the GAMA portal about deceptive advertisements seen in any medium, including digital platforms, which are then submitted to ASCI, which offers advises to corporations.
Consumers, on the other hand, have expressed reservations about the resolution process and the extent of companies covered by ASCI.
Consumers report that major brands aren’t the only thing they’re interested in. that a substantial number of regional and local brands, enterprises, and service providers make false promises on a regular basis through local advertising in newspapers, hoardings, Whatsapp messages, and other forms of local advertising where there is virtually no recourse.
The Government plans to implement the Consumer Protection Act of 2019 in 2020. Under the act, the government of India established the Central Consumer Protection Authority (CCPA), which has the authority to regulate matters involving violations of consumer rights, unfair trade practises, and false or misleading advertisements (investigate and enforce, recall, refund, and/or return of products).
The CCPA is now authorised to issue orders requiring deceptive advertisements to be removed from the market, with penalties ranging from a fine of up to INR 10 lakhs to a two-year prison sentence.
Misleading commercials, on the other hand, remain a major source of consumer concern in India, with customers demanding that the government issue an advertisement code and regulate the industry through LocalCircles in September 2020.
According to a previous LocalCircles poll, 80 percent of consumers prefer that deceptive marketing be regulated by the government rather than the sector.
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