<span style="color: #222222;">The Union Government has notified new guidelines for fair advertising to protect the interests of the consumer from misleading publicity of the product and service.<br />''<br />'' These guidelines have come into effect today. Briefing media in New Delhi, Secretary of Ministry of Consumer Affairs Rohit Kumar Singh said, these guidelines will not only safeguard the interest of the consumer but also make the industry understand the genuinity of the advertisements so that it can refrain itself from doing misleading publicity. Mr. Singh said, if any product and advertisement is found to be violating these guidelines, they will face strict action by Central Consumer Protection Authority.</span>