The Confederation of All India Traders (CAIT) has taken action by filing a formal complaint with the Central Consumer Protection Authority (CCPA) under the Ministry of Consumer Affairs, seeking prompt intervention in response to what it deems a “misleading” advertisement featuring Amitabh Bachchan and Flipkart, targeting small retailers.
This CAIT complaint falls under the provisions of section 2 (47) of the Consumer Protection Act, which addresses issues related to unfair trade practices, misleading advertisements, and dissemination of false and deceptive information.
In their complaint, CAIT’s National President, B C Bhartia, and Secretary General, Praveen Khandelwal, assert that Flipkart, utilizing Amitabh Bachchan as an endorser, has allegedly misled the public with regard to the pricing of mobile phones offered by sellers and suppliers in India’s competitive smartphone market.
Referring to Rule 4 of the “Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022,” CAIT contends that Flipkart’s advertisement is misleading because it lacks a genuine and truthful representation. Furthermore, the complaint characterizes the advertisement as wholly inaccurate, malicious, deceptive, and manipulative in its content.
In light of these concerns, Bhartia and Khandelwal have called upon the CCPA to take immediate action against Flipkart, including the suspension of the contested advertisement and the imposition of penalties on the e-commerce portal. Emphasizing that Amitabh Bachchan played a role in allegedly misinforming the public, the complainants have urged that a fine of ₹10 lakh be imposed on the renowned actor, in accordance with section 89 of the Consumer Protection Act.
This development reflects CAIT’s commitment to upholding fair trade practices and preventing misleading advertising in the Indian consumer market. The CCPA’s response to the complaint will be closely watched as this matter unfolds, potentially setting a precedent for how such disputes are addressed in the future.