● When celebrities agree to do any certain advertisement they become part of the

marketing channel and now it is their responsibility to ensure that they do not indulge in
any unfair or deceptive endorsement(which is prejudicial to the public interest or to the
interests of consumers).
● As they are part of the advertisement channel they should also be liable for endorsement
similar to the other members of the advertisement channel.
● As per the CPA Act 2019 If the authorities find any advertisement misleading or
deceptive it may, by order, issue directions to the concerned trader or manufacturer or
endorser or advertiser or publisher, as the case may be, to discontinue such
advertisement or to modify the same in such manner and within such time as may be
specified in that order. Which can be followed by penalty of ten lakh (first time) and even
can prohibit the endorser to endorse any product or service upto one year if they do not
follow the direction or order
● The act also states that No endorser shall be liable to a penalty if he has exercised due
diligence to ensure that they do not indulge in any unfair or deceptive endorsement.
● We can also interpret that endorser can be liable for the misleading endorsement till the
civil extent only and cannot be held liable criminaly