The Confederation of All India Traders (CAIT) has raised concerns over a Flipkart advertisement featuring Bollywood icon Amitabh Bachchan for the upcoming Big Billion Days sale. In a complaint filed with the Ministry of Consumer Affairs and the Central Consumer Protection Authority (CCPA), CAIT has termed the advertisement as “misleading” and detrimental to the interests of small retailers in the country.
CAIT’s complaint specifically targets the advertisement for being “misleading” and asserts that it violates consumer protection regulations. The traders’ body is calling for the immediate withdrawal of the advertisement and is also demanding penalties be imposed on Flipkart in accordance with relevant provisions of the Consumer Protection Act. Additionally, CAIT is seeking a ₹10 lakh fine on Amitabh Bachchan for his endorsement of the advertisement.
The basis of CAIT’s complaint revolves around the allegation that Flipkart, with Amitabh Bachchan as its endorser, has misled the public regarding the pricing of mobile phones in the Indian smartphone market. This alleged misinformation, according to CAIT, harms the reputation and trade of others in the industry.
CAIT’s Secretary General, Praveen Khandelwal, stressed the importance of truthful and honest representation in advertisements. He pointed out that the advertisement, as per the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022, is considered misleading because it lacks truthful and honest representation and is, in fact, incorrect, malicious, misleading, and manipulative.
Last week, CAIT had already voiced its concerns regarding the advertisement featuring Amitabh Bachchan promoting Flipkart’s Big Billion Day sale. In the ad, Bachchan conveys to consumers that mobile deals would not be available offline at retail stores, which CAIT views as detrimental to offline retailers.
The Big Billion Days sale, which is set to take place from October 8 to October 15, is a highly anticipated event among online shoppers. However, CAIT’s complaint underscores the importance of responsible advertising that does not harm the interests of small traders and retailers, who are an integral part of the Indian retail landscape.
