Social media has been an unregulated space. The Government of India is making efforts to make its users, especially influencers, accountable.

As part of the attempt, the Ministry of Consumer Affairs, Food & Public Distribution has issued a set of guidelines that celebrities and social media influencers must strictly adhere to.

A prominent rule pertains to the mandatory use of the terms 'advertisement', 'sponsored', or 'paid promotion' for endorsements. "Disclosures must be prominently and clearly displayed in the endorsement," the guidelines say.

"The digital world is growingly rapidly. Advertisements are no longer limited to traditional media. Facebook, Twitter and Instagram have been used by marketers. There is an increased risk of the consumers being misled by unfair trade practices and misleading advertisements," the government observed.

The celebs have been asked to practice due diligence while endorsing a product. Misleading ads have been prohibited by law in the past. The same applies now to the world of social media.

The above guidelines might be projected as an infringement on freedom of expression. However, they have come from a Ministry that is responsible to protect the rights of consumers, not a Ministry that seeks to curb opinions.