Abstract

Advertisement is one of the common marketing strategies to introduce a product in market. It has a noticeable impact over consumers; hence, advertisement agencies often use familiar faces to reach the greatest number of audiences and try to gain trust of the consumers. Through advertisement manufacturers tells the story of their product and also visualize them by electronic or print media. Meaningful storytelling and visualization have a great impression over individual and can easily attract potential buyers to pursue the goods or services of the advertiser. The intent of this research is to find out whether the celebrities performing the advertisements of the products, in case of infringement, have liabilities or not when influenced consumers to buy those. If yes, what types of liability it will be civil or criminal or tortious and by which law it will be enforced and if not then why not, aren’t they liable to any extent? These research questions will be answered in the write up. In illation, it is found that accountability of advertisements in Bangladesh is deficient whereas in India it is perceptible. Celebrities should be more conscious in forming an agreement with the owners of the product or with the advertising agencies for any advertisement. State should set forward a standard to be followed for ensuring accountability of advertisers and companies accordingly.