Media and News
Shweta Purandare, Founder of Tap-a-Gain and an Advertising Compliance Consultant stated that SEBI already had these guidelines in place for products like Mutual Funds. They are just extending it towards cryptocurrencies now.“SEBI, as a regulator, has similar guidelines in place for products such as mutual funds. They are now recommending extending it to cryptocurrency. I’m glad that the regulator has stepped in as the sector is unregulated at the moment. Celebrities have a huge influence on public opinion and decision-making. Without they themselves having the right knowledge about cryptocurrency, can celebrities endorse it? If you look at the advertisements that were running a few months ago, through the tag lines and claims, they were making it sound very easy and safe, almost guaranteeing good returns,” Purandare said.She, however, added that it remains unclear whether this also includes the use of financial influencers on social media, a trend which has been on the rise for a few years. “I wish like SEBI; a regulator also steps in to tackle the menace of surrogate advertising and celebrity endorsements therein. Both these sectors i.e. finance and health have a huge impact on consumers, so the move by SEBI is welcome. However, what remains to be seen is whether the definition of “famous personalities” also includes the social media ‘Fin-fluencers’ that we see around today, giving advice about crypto.”
Former ASCI secretary-general Shweta Purandare who now runs her agency Tap-a- Gain provides advertising regulatory compliance consultancy services, finds that the "ten minutes” delivery promise is quite clutter-breaking which takes on e-commerce giants like Amazon that has a two-hour delivery promise.“The advertiser (Zepto), in their website, has specified localities wherein such deliveries would be feasible. If e-commerce can tap into and leverage the local Kirana store network, it is a win-win-win for all - the consumer- mom and pop stores and the advertiser. Imagine if the same idea can be extrapolated to delivery of medical supplies/services/lab tests etc,” she points out.On a lighter note, Purandare says that the Zepto advertisement in no way implies that the delivery team will fly or jump signals to reach their destination. “Looks like the ads have forced competition to sit up and take note - and register a complaint! With the addition of appropriate disclaimer/s, the ads are 10/10,” she adds.
hpci India - August 2021
This is the age of social media platforms. Influencer marketers are ruling the roost and bringing a new energy and marketing edge to grow business in the HPCI segment. Shweta Purandare reveals more in this column
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The Advertising Standards Council of India (ASCI) officially launched the influencer marketing guidelines that laid down ways in which influencers needed to be more transparent. Shweta Purandare, former Secretary General , ASCI sheds light on these guidelines that are designed to have a deep impact on influencer marketing.
COSMETECH - August 2021