Role of the Central Consumer Protection Authority (CCPA) in Controlling Misleading Advertisements

Author :

Dr.S.Saikrishnan

Associate Professor

Department of Commerce,

PSG College of Arts & Science

Coimbatore-641014.

e-mail:sairammoorthi1971@gmail.com

Abstract

Advertisements play a significant role in influencing consumer purchasing decisions in modern markets. With the rapid expansion of digital media, social networking platforms, and e-commerce marketplaces, advertisements have become more persuasive and widespread. However, the increasing prevalence of misleading advertisements has raised serious concerns regarding consumer protection. Misleading advertisements often exaggerate product features, conceal important information, or present false claims that mislead consumers and influence their buying decisions. To address these challenges, the Government of India introduced the Consumer Protection Act, 2019, which established the Central Consumer Protection Authority (CCPA) to regulate unfair trade practices and protect consumer rights. The CCPA has been empowered to investigate misleading advertisements, impose penalties on manufacturers and endorsers, and issue directions to discontinue deceptive promotional practices. This study examines the role of the CCPA in controlling misleading advertisements and safeguarding consumer interests in India. The research adopts a doctrinal and analytical approach based on secondary data sources including statutory provisions, regulatory guidelines, academic literature, and official reports. The study analyses the powers and functions of the CCPA and evaluates the effectiveness of its regulatory interventions in preventing misleading advertising practices. The findings indicate that the establishment of the CCPA represents a significant step toward strengthening consumer protection; however, challenges remain in terms of enforcement, monitoring of digital advertisements, and consumer awareness. The study concludes that stronger regulatory monitoring, stricter compliance mechanisms, and consumer education are essential for ensuring truthful and transparent advertising practices.

Keywords

Central Consumer Protection Authority; Misleading Advertisements; Consumer Protection Act, 2019; Consumer Rights; Unfair Trade Practices; Advertising Regulation; Consumer Protection.