Aiming to curb misleading advertisements and protect the consumers, who may be exploited or affected by such advertisements, the Central Consumer Protection authority under the Department of Consumer Affairs has notified Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022. The guidelines seek to ensure that consumers are not being fooled with unsubstantiated claims, exaggerated promises, misinformation and false claims. These guidelines define bait advertisement, surrogate advertisement and clearly provides what constitutes as free claim advertisements. Preemptive provisions have been laid down on advertisements targeting children. Clear Guidelines have also been put in place for duties of manufacturer, service provider, advertiser and advertising agency along with penalties for violation of these guidelines.