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WHAT IS THE ACCOUNTABILITY OF CELEBRITIES ENDORSING FOOD PRODUCTS IN INDIA?

Under Section 24 of the Food Safety and Standards Act, 2006 if a person engages himself in misleading representation concerning quality, standard, quantity, grade or usefulness of a food product or he makes any statement giving a guarantee to the public of the efficacy of the product which is not based on an adequate or scientific justification will be liable under Section 53 of the Act for a penalty of INR 10 lakh rupees. Thus, the celebrities can be held liable under this section.

The Central Consumer Protection Council (CCPC) also has decided to hold actors accountable in cases of false claims made in advertisements for products which they endorse if they have made a statement ‘recklessly’ or with the knowledge that the claim was false or  misleading.

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