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After a complainant said he had invested in Susi Farms only because film stars endorsed it in TV advertisements, a debate has started on its ethical aspects.
“All those involved in the ad industry have a responsibility not to mislead customer. Celebrities have a greater moral responsibility as people place higher levels of trust on what they say,” says N Krishnakumar, president, Advertising Club, Coimbatore.
However, actors claim they are merely donning the role of a model mouthing dialogues commissioned by the advertiser.
“If somebody is saying that he invested money just because we endorsed it, then why do all our films not become box office hits? Just as people choose which film they would like to watch, they choose products based on their preferences,” says actor ‘Delhi’ Ganesh, who had endorsed many projects.
South Indian Artistes’ Association general secretary Radha Ravi argues that the actors do not personally vouch for a product’s utility. “It is common knowledge that an actor endorses a product for a fee. He is not an expert to verify the company’s claims. Only when we endorse harmful products like cigarettes, we can insist the company to carry a disclaimer, not in all cases,” says Ravi.
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