Guidelines 8 explained: this guide covers what it means, who it applies to, the step-by-step process, documents required, fees, due dates and penalties in India — so you can stay compliant with confidence and avoid costly mistakes.
Guidelines 8 to 11 cover three areas where advertisers most often cross the line: advertisements that address or use children, advertisements for things the law already prohibits, and disclaimers used to soften or hide a claim. Guideline 8 has sixteen prohibitions for children-targeted advertisements and three further rules. Guideline 11 says what a disclaimer may and may not do and how it must look.
The guidelines were issued by the Central Consumer Protection Authority (CCPA) on 9 June 2022 under section 18 of the Consumer Protection Act, 2019. This article takes them as amended up to 3 October 2026 (no amendment listed by the CCPA). Later amendments should be checked on the CCPA website. Consequences follow under the Act, in section 21 and sections 88 and 89; this article quotes no penalty.
An advertisement that addresses, targets or uses children must not do any of the sixteen things in guideline 8(1), must not create negative body image or suggest that it is better than natural or traditional food (8(2)), and junk food must not be advertised in a programme or on a channel meant for children (8(3)). No advertisement may promote goods or services prohibited by law (guideline 9). A disclaimer may explain a claim but must not contradict it, hide material information or correct a misleading claim, and must be in the same language and font, prominent and legible (guideline 11).
Advertisers, agencies and broadcasters planning content for young audiences can ask for compliance advisory support before they finalise a script.
Guideline 8(1): what an advertisement addressed to children must not do
The text says an advertisement that "addresses or targets or uses children shall not":
| Clause | Prohibition (in short) |
|---|---|
| (a) | Condone, encourage, inspire or unreasonably emulate behaviour that could be dangerous for children |
| (b) | Take advantage of children's inexperience, credulity or sense of loyalty |
| (c) | Exaggerate features so as to lead children to unrealistic expectations |
| (d) | Condone or encourage practices detrimental to children's physical health or mental wellbeing |
| (e) | Imply that children will be ridiculed, made to feel inferior, become less popular or be disloyal if they do not buy or use the product |
| (f) | Include a direct exhortation to children to buy, or to persuade their parents, guardians or others to buy for them |
| (g) | Use qualifiers such as "just" or "only" to make a price seem lower where the advertisement includes additional cost or charge |
| (h) | Feature children in advertisements prohibited by any law, including tobacco or alcohol-based products |
| (i) | Feature sports, music or cinema personalities for products which under any law require a health warning or cannot be purchased by children |
| (j) | Make it difficult for children to judge size, characteristics and performance, or to distinguish real life from fantasy |
| (k) | Exaggerate what an ordinary child can attain using the product |
| (l) | Exploit children's susceptibility to charitable appeals; the advertisement must explain how participation helps in any charity-linked promotion |
| (m) | Resort to promotions that require a purchase to participate and include a direct exhortation to purchase addressed to children |
| (n) | Claim, without valid substantiation or adequate scientific evidence, that consumption enhances intelligence or physical ability or brings exceptional recognition |
| (o) | Claim any health or nutritional claims or benefits without adequate scientific substantiation by a recognised body |
| (p) | Be published in any mass media, including advertisement on network games, for medical services, drugs, dietary supplements, medical instruments, cosmetic products, liquor or cosmetic surgery which are adverse to the physical and mental health of children |
The guideline uses the phrase "addresses or targets or uses children". An advertisement with a child actor is within the guideline even if the buyers are adults.
An invented example: a snack brand's advertisement shows a child saying "ask Mummy to buy it today" and uses "only" before the price while adding a delivery charge. Clause (f) (direct exhortation) and clause (g) (qualifiers) both apply.
Guideline 8(2) to (4): further rules
- 8(2): an advertisement targeting children shall not (a) develop negative body image in children, or (b) give any impression that the goods are better than the natural or traditional food children may be consuming.
- 8(3): an advertisement for junk foods, "including chips, carbonated beverages and such other snacks and drinks", shall not be advertised during a programme meant for children or on a channel meant exclusively for children.
- 8(4): an advertisement offering promotional gifts to persuade children to buy without necessity, or promoting illogical consumerism, "shall be discouraged". The word is "discouraged", not "prohibited", so this sub-guideline is softer than the others.
Guideline 9: advertisements prohibited by law
"In addition to the prohibited advertisements as set out in these guidelines, no advertisement shall be permitted which is designed, produced and published in respect of goods, products or services which are prohibited from being produced, sold or provided or which are prohibited from being advertised under any law for the time being in force or under any rules or regulations made thereunder."
This closes the loop for illegal goods and services. If something cannot be produced, sold or provided, or cannot be advertised, under another law, an advertisement for it is not permitted under these guidelines either.
Guideline 10: other laws
Where an advertisement is regulated under another law, including the Press Council Act, 1978 and the Cable Television Networks (Regulation) Act, 1995 or their rules or regulations, the guidelines are "in addition to and not in derogation of" that regulation. An advertiser on television must meet both the cable law's rules and these guidelines.
Guideline 11: disclaimers
What a disclaimer may and may not do: 11(1)
A disclaimer in an advertisement:
- (a) may expand or clarify a claim, make qualifications or resolve ambiguities to explain it in more detail, but shall not contradict the material claim or the main message, or change the dictionary meaning of the words used in the claims received or perceived by a consumer;
- (b) shall not attempt to hide material information with respect to any claim, the omission or absence of which is likely to make the advertisement deceptive or conceal its commercial intent;
- (c) shall not attempt to correct a misleading claim made in the advertisement.
How a disclaimer must look: 11(2)
| Clause | Requirement |
|---|---|
| (a) | Same language as the claim |
| (b) | Same font as the claim |
| (c) | Placed at a prominent and visible place on the packaging, ideally on the same panel as the claim |
| (d) | If the claim is a voice over, the disclaimer is displayed in sync with it and at the same speed as the original claim |
| (e) | So clear, prominent and legible as to be clearly visible to a normally-sighted person reading the marketing communication once, from a reasonable distance and at a reasonable speed |
An invented example: a juice pack claims "made from fresh fruit" in large Hindi lettering, while a note in tiny English letters on the back says that the juice is made from concentrate. The note is in a different language and font, not on the same panel and not prominent. It also tries to correct a misleading claim, which clause (c) of guideline 11(1) forbids. The disclaimer fails on both counts.
The coaching-sector guidelines apply similar disclaimer ideas; see the article on the Coaching Guidelines, 2024. The general validity conditions are in the article on guideline 4, and the duties of agencies and advertisers in the article on guideline 12.
Need help with advertisement copy for young audiences or disclaimers?
Child-facing content and fine print are the areas most likely to draw a complaint. Our compliance advisory team can review scripts, packaging and disclaimers against guidelines 8 to 11 before they are published.
Key takeaways
- Guideline 8(1) has sixteen prohibitions for advertisements that address, target or use children, including direct exhortation to buy and unsubstantiated health claims.
- No negative body image, and no suggestion that a product is better than natural or traditional food.
- Junk food must not be advertised in children's programmes or on children's channels.
- Advertisements for what the law prohibits are not permitted, and the guidelines apply in addition to other laws.
- A disclaimer may clarify but must not contradict, hide or correct, and must match the claim in language and font, with prominent placement and legibility.
Read next
- Guidelines 5–7: bait advertisements, surrogate advertising and no-charge claims
- Guideline 12: duties of manufacturer, service provider, advertiser and agency
- Coaching Sector Guidelines, 2024: guidelines 1–7
- Section 21: false or misleading advertisements and penalties
Disclaimer: Based on the rules, regulations and guidelines named above as published in the Gazette of India or on the CCPA website, with the amending notifications the article names (consulted on 3 October 2026). Later amendments, the Consumer Protection Act, 2019 provisions referred to, State rules and CCPA advisories should be checked. This article is general information, not legal advice; check the official text before acting.