The Indian Parliament is considering a bill that would allow endorsers to be punished for participating in false advertising. If passed, the legislation would allow the new Central Consumer Protection Authority to issue fines to endorsers and ban them from making any endorsements for up to three years.
The proposed legislation provides for a defense for endorsers if they have exercised "due diligence" to verify the claims they are making.
Increased attention on endorsers in India and around the world should serve as a warning for talent and their representatives to ensure that they confident about the truth of the claims that they are making when participating in advertising campaigns overseas.
The penalties for endorsers who make misleading claims should also help ensure that celebrities think twice before endorsing products.