KILLER CELEBRITY ENDORSEMENTS
Netizens and alert citizens are naming and shaming celebrities who rake in millions by endorsing dodgy products without verifying their veracity
By : Andrea Cutinho
Update: 2024-06-03 18:40 GMT
From vague diet pills to energy drinks, pain-relieving creams, credit cards, rapper snacks, and even shady sex booster potions, celebrities, and social media influencers have endorsed dubious products and raked in millions. The dark side of celebrity endorsement is that people pay the ‘ultimate price’ -- economically and physically.
A recent pan masala ad featuring Shah Rukh Khan, Ajay Devgn, and Tiger Shroff stirred the hornet’s nest. Hundreds of netizens called them out for promoting harmful addictive tobacco products. Earlier, Akshay Kumar had to face public wrath for endorsing a pan-masala ad. Although Akshay rendered a public apology, the damage was already done. Like or loathe them, Kim Kardashian, and Kylie Jenner command a social media following that can equal an entire nation's population. From cosmetics to weight-loss drugs and green tea, they have endorsed products that drew sharp criticism from medical experts and the public.
Their brother-in-law, Scott Disick too promoted dubious weight-loss elixirs and junk food. Dr. Himika Chawla, senior consultant endocrinologist, PSRI Hospital, New Delhi says, “Celebrities have the potential to influence people. It is their moral responsibility to endorse ethical products instead of risky anti-obesity drugs. The risks of using such weight loss drugs can lead to constipation, diarrhoea, indigestion, addiction, abdominal pain, nausea, and headache.”
Face Value
Be it celebrities or Instagram influencers, a famous face rakes in millions through product sales. A 20-40% increase in sales and trust is associated with celebrity endorsements and celebrity image according to a study by the Harvard Business School Research. Dr Aarushi Dewan, Consultant- Clinical Psycho-logist, Aakash Health-care, New Delhi says that influencers often portray ideal versions of life. “It resonates with their follower's desires and aspirations. Whether it’s beauty, success, fitness, or a particular lifestyle, followers see influencers as models for what they want in their own lives. This identification with influencers leads to emulation and trust, often without critical evaluation commonly known as social proof.” Emotional engagement can enhance memory and persuasion, making followers more susceptible to adopting the influencer’s viewpoints and behaviours without critical analysis.
Face Value
Be it celebrities or Instagram influencers, a famous face rakes in millions through product sales. A 20-40% increase in sales and trust is associated with celebrity endorsements and celebrity image according to a study by the Harvard Business School Research. Dr Aarushi Dewan, Consultant- Clinical Psycho-logist, Aakash Health-care, New Delhi says that influencers often portray ideal versions of life. “It resonates with their follower's desires and aspirations. Whether it’s beauty, success, fitness, or a particular lifestyle, followers see influencers as models for what they want in their own lives. This identification with influencers leads to emulation and trust, often without critical evaluation commonly known as social proof.” Emotional engagement can enhance memory and persuasion, making followers more susceptible to adopting the influencer’s viewpoints and behaviours without critical analysis.
Product Backlash
Many celebrities have faced backlash for endorsing products that fail to meet consumer expectations. For instance, Yami Gautam, the brand ambassador of a well-known fairness cream was criticised for attributing her naturally fair complexion to the product. When FDA found excess ‘Lead’ in a noodle brand endorsed by Preity Zinta and Madhuri Dixit, the brand as well as the two actors faced public wrath for promoting a product without doing background checks. In the age of social media, many people are boldly calling out celebrities for advertising dubious products.
Cricketers hold the top two positions on the ‘non-compliant celebs’ list, according to the Advertising Standards Council of India. “These celebrities continue to mislead consumers,” says the annual report revealing startling figures. With 503 ads scrutinised, there was an astonishing 803% spike in cases against celebrity endorsements in FY23. Debayan Das, a celebrity social media manager, at Talent Wala, says, “Exceptional marketing done by celebrities can effectively captivate consumers, leading them to purchase a product. However, if the experience fails to meet expectations, it is unlikely that consumers will choose to buy the same product again.”
Legal Repercussions
The Supreme Court (SC) has emphasised that both advertisers and endorsers bear a collective responsibility to guarantee the accuracy of advertisements.
The Department of Consumer Affairs under the Ministry of Consumer Affairs, Food and Public Distribution released a guide ‘Endorsements Know-hows!’ for celebrities and virtual influencers which mentions that endorsements must be made in simple, clear language. Terms such as “advertisement,” “sponsored,” or “paid promotion” can be used. Celebrities are not allowed to endorse any product or service in which due diligence has been done by them or that they have not personally used or experienced. Recently, the SC came down heavily on Baba Ramdev’s Patanjali for making unscientific and misleading claims about their products. The CCPA has the authority to impose penalties of `10 lakh on manufacturers, advertisers, and endorsers for misleading advertising claims, with fines increasing to `50 lakhs for repeated offences. The CCPA can also prohibit a brand ambassador from endorsing products for up to three years if they violate its guidelines.
Shwetank Dubey, advocate at Supreme Court and Allahabad High Court says, “Under the Consumer Protection Act, 2019 and other relevant legal provisions, influencers can be sued by consumers, if it affects them adversely, for unfair trade practices and for sharing misleading, false or harmful information. Consumers have the right to file a complaint with the Consumer Dispute Redressal Commission.”
Public Backlash
• Kim Kardashian, Kourtney and Khloe Kardashian were sued $5mn for endorsing a fake weight loss drug
• Yami Gautam faced backlash after she endorsed a fairness cream that claimed to whiten her naturally fair skin
• Shah Rukh Khan, Ajay Devgn, Akshay Kumar, and Tiger Shroff faced public wrath for endorsing a pan masala ad
• Vivek Mittal claimed that sleeping with the head towards the north leads to brain haemorrhage
• MS Dhoni, Virat Kohli and Bhuvan Bam faced flak for endorsing real-money games without ‘habit’ disclaimer
• Madhuri Dixit Nene, Amitabh Bachchan, and Preity Zinta faced flak for endorsing noodles that contained high levels of Lead
• Cardi B and Kylie Jenner were called out for endorsing weight loss ‘detox tea’
• The Supreme Court came down heavily on Baba Ramdev’s Patanjali for making claims that their products cure thyroid, diabetes, and macular degeneration
• Yami Gautam faced backlash after she endorsed a fairness cream that claimed to whiten her naturally fair skin
• Shah Rukh Khan, Ajay Devgn, Akshay Kumar, and Tiger Shroff faced public wrath for endorsing a pan masala ad
• Vivek Mittal claimed that sleeping with the head towards the north leads to brain haemorrhage
• MS Dhoni, Virat Kohli and Bhuvan Bam faced flak for endorsing real-money games without ‘habit’ disclaimer
• Madhuri Dixit Nene, Amitabh Bachchan, and Preity Zinta faced flak for endorsing noodles that contained high levels of Lead
• Cardi B and Kylie Jenner were called out for endorsing weight loss ‘detox tea’
• The Supreme Court came down heavily on Baba Ramdev’s Patanjali for making claims that their products cure thyroid, diabetes, and macular degeneration