In a highly significant move, the govt. has come up with a new consumer law to monitor🧐 online advertising in the country.
This law which has come into force from today itself is a part of Consumer Protection Act 2019📃, and has been updated from a 1986 legislation.
What’s the purpose of it?
This new legislation aims to protect😇 consumers from misleading online ads.
It will make manufacturers, service providers and celebrity endorsers😎, accountable for advertisements.
In case of misleading claims, they will be slapped with heavy fines😣 and could even attract jail terms.
Change of Guard
From now on, a Central Consumer Protection Authority, headed by a govt. appointed chief commissioner, will be set-up to regulate consumer rights violations, unfair trading practices👿 and false advertisements.
So far this task was under the purview of the advertising industry’s self-regulatory body, The Advertising Standards Council of India.
No more free run for E-commerce platforms
The new law brings the digital platforms under its domain, apart from the traditional mediums such as TV, radio📻, print and outdoor advertising.
Significantly, in case of consumer complaints over substandard products😠, the e-commerce platforms would now no longer be able to get away with the argument that their responsibility ends🤷♂️ with the delivery of products.
They now also face an increased liability along with the manufacturers👍.
More power to the Consumers
The new law will add to the consumer comfort🙂 as it provides for ‘e-filing’ of complaints and a video conferencing option👨🏻💻 to participate in the necessary proceedings, required to address the complaints.