Not just a voice: endorsements and accountability in India

By Nishad Nadkarni and Vivek Ayyagari

To date, no liability has been attributed to brand ambassadors where the brands they endorse have failed to live up to expectations. However, that could be set to change

Celebrity endorsements have become an effective and widely used feature of modern advertising and marketing strategies. Sports personalities and actors hold a special place in the minds of the public and their recommendations play an important role in generating acceptance and demand for products and services. While brand ambassadors are paid large sums of money to lend credibility to brands, currently they bear no responsibility if the products or services at issue fail to live up to the expectations generated by their endorsements or even to comply with minimum regulatory requirements.

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Issue 72