India’s Commerce and Industry Minister Piyush Goyal has issued a clear warning to sportspersons and athletes: exercise greater caution when endorsing products, particularly as regulatory scrutiny around misleading advertising intensifies.
Speaking at World Intellectual Property Day celebrations, Goyal’s remarks underscore a growing intersection between sports, commerce, and consumer protection—an area becoming increasingly relevant as cricketers and athletes expand their commercial portfolios through sponsorships and social media influence.
Rising risks in athlete endorsements
Goyal highlighted the increasing prevalence of questionable marketing practices, especially in high-growth categories such as nutrition and supplements—segments heavily tied to athlete branding.
“Since we are talking about sports and we are talking about sportspersons, one important thing we should all take care of is that what we endorse should be done carefully.
“Of late, a lot of misleading and mischievous advertising has been happening, particularly on nutrition and protein supplements or misguiding consumers. And then those stars or those sportspersons have also got into trouble because of misleading advertising or not having proper disclosures or caveats when they market a product or endorse a product or when they are working as social media influencers,” Goyal said.
The warning reflects a broader shift in how regulators view athlete endorsements—not just as marketing tools, but as influential consumer touchpoints that carry legal and reputational risks.
‘Endorsements Know-hows!’ guidelines in focus
Central to Goyal’s message is the government’s ‘Endorsements Know-hows!’ framework, introduced by the Department of Consumer Affairs in March 2023.
The guidelines apply to celebrities, athletes, influencers, and even virtual personalities, mandating that endorsements must:
- Avoid misleading claims
- Include proper disclosures
- Align with the Consumer Protection Act
For cricket and the wider sports industry, this has significant implications. Athletes—often among the most trusted public figures—are now expected to conduct due diligence before associating with brands.
Social media influence under the spotlight
With cricketers and athletes increasingly acting as digital creators and brand ambassadors, Goyal specifically called out the dual role many now play.
“I would like all of you to be cautious when you are a social media influencer, or a brand ambassador, or endorsing something. Please always maintain caution so that it doesn’t cause you any difficulty later on,” he added.
This reflects a growing regulatory focus on influencer marketing, where undisclosed partnerships or exaggerated claims can lead to penalties—not just for brands, but for endorsers themselves. As cricket’s commercial ecosystem expands, so too does the responsibility on its key figures.
