Mumbai–Advertising industry’s self-regulatory organisation on Thursday released a set of guidelines to protect consumers’ interest, while encouraging celebrities and advertisers to refrain from endorsing misleading advertisements.

According to Advertising Standards Council of India (ASCI), the guidelines will help in ensuring that claims made in advertising are not misleading, false or go unsubstantiated.

“Celebrities have a strong influence on consumers and are guided by the choices they make or endorse. It’s important that both celebrities and advertisers are cognizant of the impact and power of advertising and therefore make responsible claims to promote products or services,” said Srinivasan K. Swamy, Chairman, ASCI.

“It is in the interest of advertisers, ad agencies as well as celebrities to be aware of these guidelines and be sensitized to this issue to avoid violations.” (IANS)