Indian consumer protection rules put responsibility on endorsers as well as advertisers. For brands, that changes how talent teams review an endorsement; for talent, it changes what to ask before signing. General guidance, not legal advice.
Key takeaways
- Endorsers carry responsibility for the claims they make.
- Prepare substantiation before approaching talent.
- Some categories need extra checks.
- Plan a review step before signature.
Why endorsers are accountable
Under India's consumer protection framework, endorsers can be held responsible for misleading advertisements, and government guidelines on misleading advertisements and endorsements expect endorsers to exercise due diligence on the claims they make.
What due diligence looks like
Talent teams typically ask for the product, the claims, the evidence behind them and the regulatory status of the product. Some ask that the talent has used the product. Expect these questions and prepare the documents in advance.
Categories that get extra scrutiny
Health, finance, education and real-money gaming attract particular care. Sector rules may also apply. Our industry guides summarise what to check for each category.
How it affects timelines
Due diligence adds a review step before signature. Build it into the plan rather than treating it as a delay.
Frequently asked questions
Will a celebrity ask to see our product evidence?
Increasingly, yes. Many talent teams ask for claims and substantiation before agreeing to endorse.
Does this apply to influencers too?
Yes. Endorsement and disclosure expectations apply to creators as well as celebrities.