ASCI 2022 report finds Dhoni topping the list of ‘non-compliant celebrities’

Mahendra Singh Dhoni is currently at the peak of his cricketing career, having clinched his record-breaking fifth IPL title. His extensive fan base consistently garners the highest TV viewership ratings during IPL matches. Remarkably, he is even held in high regard by the team he defeated in the final. Despite acknowledging that it is the appropriate time for someone of his age to retire, the resounding hype surrounding him has led him to postpone his retirement for the time being. The undisclosed factor contributing to this extension might be his numerous endorsement deals.

Based on the TAM report for 2022, celebrity endorsements experienced an extraordinary growth of 60% compared to the previous year, 2021. Spearheading this surge is M S Dhoni, who endorses a remarkable 52 brands, surpassing the likes of Amitabh Bachchan with 50 endorsements, Akshay Kumar with 45, Ranveer Singh with 42, and in the sixth position Virat Kohli with 29 brands. Notably, Dhoni has superseded film stars, who typically dominate 80% of the market share in this realm, showcasing his immense popularity and influence in the advertising industry. The amount of money Dhoni generates from the advertising field is a matter of speculation for everyone.

Celebrities made more responsible in endorsements: In June 2022, the Consumer Protection Act introduced a provision that mandates celebrities to exercise due diligence when endorsing brands. This provision was implemented to uphold authenticity and prevent the misleading of passionate followers by celebrities. Any celebrity found in violation of these guidelines can face fines of up to ₹ 10 Lakh for the first offense, ₹ 50 lahks for repeat offenses, and a maximum prison sentence of five years.

The ASCI, Advertising Standards Council of India (ASCI), which was established to ensure fair advertising practices in India, in its latest report highlights a significant increase in complaints against celebrities, with a nine-fold rise compared to the previous year. In 95% of these cases, celebrities were found to have failed in exercising due diligence when endorsing products. Among the various complaints received this year, the largest number of grievances were related to online gaming.

According to ASCI report for the year 2022-23, published in May 2023, M.S. Dhoni is currently at the forefront with the highest number of non-compliance complaints, totaling 10 cases. Following closely behind with 7 complaints each are Bhuvan Bam, a comedian YouTuber, and Jim Sharabh, a theatre and film actor. Virat Kohli occupies the fourth position with 4 complaints.

On the cricket field, Dhoni maintains a strong position on familiar wickets, but when it comes to endorsements, he finds himself on more uncertain and risky ground. Although Dhoni has upheld a clean record throughout his professional cricket career, his fans and followers fervently wish, hope, and pray that he approaches the realm of endorsements with utmost caution and diligence.

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To read news on TAM adex report 2022 click here

To read ASCI report 2022-23 click here

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Questions that pop up are:

• Do we, as a society, fully recognize the extent of celebrities’ influence on us?
• Is it appropriate for films and sports to dominate a significant portion of our public domain?
• In what ways can we hold celebrities accountable for their actions beyond imposing financial penalties?
• How can we harness the influence of celebrities for the betterment of society?