India: Issued Endorsement Know-Hows including content moderation measures

On 20 January 2023, the Department of Consumers Affairs of India issued the "Endorsements Know-hows! for celebrities, influencers and virtual influencers on social media platforms" (Endorsement Know-Hows), which aims to reduce misleading advertising and endorsements and unfair trade practices of "influencers" and entities developing "fictional computer-generated people or avatars" on social media platforms. In order to protect consumers, covered individuals are required to disclose, using simple and clear language, any material connection with an advertiser that may affect the weight or credibility of the representation made by the covered individual, such as receiving compensation, and free products, among others. Social media platforms are required to provide disclosure tools to their users to enable increased transparency.