Advertising Code Prohibits Advertisements Claiming Miraculous or Supernatural Properties for Products

**Executive Summary** The Central Consumer Protection Authority (CCPA) has issued guidelines prohibiting advertisements that claim miraculous or supernatural properties for products. These guidelines, released under the Consumer Protection Act, 2019, mandate due diligence for endorsements and establish conditions for advertisements, with a focus on preventing misleading claims. The information was submitted to the Lok Sabha on March 11, 2026. **Key Points / Main Content** * **Prohibition of Miraculous/Supernatural Claims:** Advertisements are prohibited from containing references that lead the public to infer special, miraculous, or supernatural properties or qualities of a product that are difficult to prove. * **Existing Regulatory Framework:** Advertisements on private satellite TV channels must adhere to the Advertising Code prescribed under the Cable Television Networks (Regulation) Act, 1995. * **CCPA's Authority:** The Central Consumer Protection Authority (CCPA) was established under the Consumer Protection Act, 2019, to regulate consumer rights violations, unfair trade practices, and misleading advertisements. * **"Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022":** These guidelines cover conditions for non-misleading advertisements, bait advertisements, surrogate advertisements, children-targeted advertisements, and disclaimers. * **Due Diligence for Endorsements:** Endorsements in advertisements must reflect the genuine, reasonably current opinion of the endorser and be based on adequate information or experience with the product or service. Endorsements must not be deceptive. * **Restrictions on Foreign Professionals:** If Indian professionals are legally barred from making endorsements for a specific profession, foreign professionals in the same profession are also prohibited from making such endorsements. * **Enforcement:** Appropriate action is taken against private TV channels for violations of the Advertising Code. **Impact Analysis** * **Advertisers and Manufacturers** * **Impact:** Must ensure their advertisements do not claim miraculous or supernatural properties for products and must conduct due diligence for any endorsements. They may need to revise existing advertising strategies and content to comply with the new guidelines. * **Action Required:** Review current advertisements and endorsement practices to ensure compliance with the CCPA's guidelines. * **Advertising Agencies** * **Impact:** Responsible for creating and placing advertisements. They must ensure that advertisements prepared and disseminated by them adhere to the prohibition of miraculous/supernatural claims and the due diligence requirements for endorsements. * **Action Required:** Ensure all client advertisements comply with the new guidelines, particularly regarding product claims and endorsement vetting. * **Private Satellite TV Channels** * **Impact:** Responsible for telecasting advertisements. They are subject to action if they broadcast advertisements that violate the Advertising Code, including the new prohibitions. * **Action Required:** Implement robust systems to vet advertisements for compliance with the CCPA's guidelines before telecasting. * **Consumers** * **Impact:** Will benefit from advertisements that are less likely to be misleading and will be protected from claims of miraculous or supernatural product properties that are unsubstantiated. * **Action Required:** No specific action is required by consumers, but they are empowered by these protections.

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