Imposing liabilities on persons of influence: An urgent step towards public policy measures in india

Panigrahi, Trupti (2021) Imposing liabilities on persons of influence: An urgent step towards public policy measures in india. International Journal on Consumer Law and Practice, 9. pp. 137-157. ISSN 23472731

[thumbnail of IJCLP2021.pdf] Text
IJCLP2021.pdf - Published Version
Restricted to Repository staff only

Download (532kB) | Request a copy


The persons of influence in India have always enjoyed extravagant love and demonstration thereof from the Indian Fan Community. It is not wrong to call this community as one of worshippers or devotees for they have elevated such persons to the position of Gods. This position has enabled persons of influence, whether film-stars or religious gurus, to exercise their influence on their devotees in an almost-absolute manner. While the Indian legal scenario has recognised and enforced the rights of these persons of influence in their personalities, it was not until recently that a legal duty was imposed on them for judicious exploitation of their personality to exercise influence on the public.

It was only in August 2019 that the Indian Consumer Protection Act made the endorsers liable for endorsing misleading advertisements. Prior to this welcome change in the law, the endorsers had no legal duty towards the public that fell prey to harmful products that were endorsed by them. However, a mere analysis of the new law brings to light many loopholes that need to be addressed for a safer consumer protection regime in India. This research paper, drawing inspiration from relevant laws in Germany, United Kingdom and United States of America, suggests amendments to the law in question and proposes a draft amendment bill in the said lines.

Item Type: Article
Keywords: Advertisement | Association | Endorsement | Influence | Social Media
Subjects: Social Sciences and humanities > Social Sciences > Public Policy
JGU School/Centre: Jindal Global Law School
Depositing User: Mr. Syed Anas
Date Deposited: 31 Dec 2021 11:52
Last Modified: 05 Jan 2022 16:33
Official URL:


Downloads per month over past year

Actions (login required)

View Item
View Item