<span style="color: #222222;">The Centre has released a set of guidelines for celebrities, influencers, and virtual influencers on social media platforms. The guidelines called 'Endorsements Know-hows' aims at ensuring that individuals do not mislead their audiences when endorsing products and services and that they are in compliance with the Consumer Protection Act. The guidelines state that endorsements must be made in simple, clear language, and terms including advertisement, sponsored, collaboration and paid promotion can be used.</span><br />'' <span style="color: #222222;"> <br />'' The Department of Consumer Affairs said, individuals must not endorse any product and service that they have not personally used, experienced or in which due diligence has not been done by them. The Department said that it has observed that there is confusion regarding which disclosure word to use for what kind of partnership. Therefore, for paid or barter brand endorsement, any of the following disclosures may be used: "advertisement," "ad," "sponsored," "collaboration," or "partnership." However, the term must be indicated as hashtag or headline text.<br />''</span><br />'' <span style="color: #222222;">The guidelines advise celebrities and influencers to always review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement. It is also recommended that the product and service must have been actually used and experienced by the endorser.</span><br />