A Book that speaks of itself…”
A Book that speaks of itself…” “There are greats books hidden in most of us”, and this is a chance for those books to be read by others and finds their spot on the best sellers list. – Ronnie Abergel” The Human Library is an International Organization and movement that was first stared in 2000, by Ronni and Dany Abergel, Asma Mouna and Cristerofer Erichsen in Copenhagen, Denmark. This event was first held at Roskilde Festival, Copenhagen. The entire concept of Human Library is based on the analogy of lending people rather than books. A Danish NGO Stop Voldel (Stop the Violence) was inspired by the American Stop the Violence Movement. The Human Library is a library of people where readers can borrow human beings serving as open books. In this case both the borrower and the borrowed can have conversations. The borrower in this case is often subjected to Prejudice, Stigma or Discrimination due to their believe system, Social Status, Ethnic Origin, Life style, Disability etc… Different Human Library is active over 80 Countries, in which there are only few permanent Human Libraries as most of it happens as events. The Human Libraries work with organization like IMF and big corporate like Daimer, Heineken, Ebay and Microsoft to educate the borrowed, increased diversity and tolerance and promote inclusive work environment. How Does It Work? The books are all volunteers who have experienced some forms of Discrimination or Abuse and ready to tell their stories to anyone interested. These volunteers are trained to be books so they serve as role models and ambassadors for those who suffer from similar problems. They also answered to the questions which are posed to them. Each volunteer is a Book on a particular topic. Interested readers can check out a Human Book for an allotted length of time at a designated place which is mainly stipulated by the organizers. Features:- 30 Minutes of time of borrowing is the norm but can be increased/decreased by mutual consent. The Space selection should be comfortable and provide enough privacy for open and honest discussions. Readers are at liberty to ask any question to which the Human Books answers. When the reader is done with one book they can return that book and check out some other book which is preferable and available. In case of time constrain a book can be read by a small group of 4-5 readers in group sessions. If the reader wishes to spend more time with the book the book will go to the designated spot after the expiry of allocated time to be renewed provided no one else wants to read the same book. The Services are free to the readers. Donations are appreciated to help support for sustainability. One can borrowed as many books but one at a time. Position in India:- There are 9 Human Library across India which includes Delhi, Mumbai, Hyderabad and Chennai etc. The Human library in Chennai conducted and organized in collaboration with Human Library Mysuru and British Council, its first session of Human Library online with 17 Books and 150 readers. This event was conducted using Google Meet and each reader was given access were they could choose the book. The entire process was regulated by volunteers and this event was different from their standard format in which the reader could choose any number of books unlike choosing a single book. These Human Libraries are great institutions to improve the mental health and remove the social barriers. It forms a platform to discuss such subjects which are generally prohibited in the society. The motto is to provide a huge platform for a section of people who otherwise remain neglected to become an inclusive part of the society. These Human Libraries act as a network to bring the people together who may have been feeling neglected by the mainstream society for years. The entire concept is a noble idea which not only needs applause to the Management of Human Libraries but would require more participation at different levels to make it a success story. – MAMTA SINGH SHUKLA (ADVOCATE DELHI HIGH COURT) MOBILE – 9560044035 Email id – adv.mamtasinghshukla@gmail.com
A PRISON WITHOUT BARS
Color is great way to provide status information, give feedback in response to user actions, and help people visualize data.
Celebrity Endorsement and Legal Compliance
Celebrity Endorsement and Legal Compliance MacCracken’s (1989) Defines celebrity endorsement, “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer” Celebrity Endorsement is a marketing strategy or an advertisement campaign which primarily uses the name and the fame of the celebrity or their social status to promote their Products or Services. The psychology behind this endorsement is that the image of the endorser will be passed on to the Product or the Services. The idea of reaching wider audience or the clients is the idea behind the Celebrity endorsement. Brand recognition is a used as a part of celebrity branding, where a brand is establish from the attributes of the celebrity. The brands and marketers using celebrities for products like Cosmetics. Electronic equipment’s, Food and Beverages, Banking, Insurance, health related products, education etc. Advantages of celebrity endorsement:- a) Adds Credibility to the Brands, b) Building Trust, c) Develop Association and Relationship with Customers, The number of Celebrity owned beauty brands have grown in the past decade. The Celebrities endorsing for Product and Services can be held responsible and face action for appearing in Misleading Promotion and Advertisement. The featuring of famous Celebrities, Influencers, Actors, Sports Person, Chef’s etc, get recognition and trust among larger audiences and significant amount of money is also spent on endorsement. The Celebrities reach a larger group of Audience and they develop an association and recall in the mind of Audience. These audiences get converted to Consumers The advertisement which is endorsed by Celebrity has become a type of testimonials. The Companies pay Millions for such Celebrity Endorsement because they have mass appeal. If the Celebrity endorses that he or she uses the same product, it not only draws the attention of the people but there are consumers who just buy it because a particular celebrity uses it. The diehard and obsessed fan has a tendency of buying the product even when it might not be useful to them. Celebrity endorsement has been turned out to be more successful than the Products endorsed by a Common man. It is only a belief factor which encourages the Consumers to buy any such Products or Services. Most ironical fact is that at times products like Yantra is endorsed by a Celebrity which can instill fear and superstition in the minds of a common Consumer and they are compelled to believe that if some Celebrity is endorsing it, it must be worth it. The emotions of the Consumer many a times overshadow the logic. They are mislead by the aura of strong personality for a Product and if a common man would have been endorsing the same Product it would have hardly convinced any common man to buy that Product and Services. It is the ultimately the Consumer who suffers if the Product shown in the ad does not deliver or causes loss to them by misleading the people. It become relevant to raise the question what if the Product does not deliver what is promised then should the Consumer be given the right to sue the brand ambassador of the Product or Services or should the liability be only confined to the manufacture of the Product. What the Law’s Says- There are certain legislation and certain provision in law which are aimed to protect the Consumers –The Indian Contract act 1872, The Sales of Good Act 1930, The Consumer Protection Act 1986, and India Penal Code 1860. The most important Law is the Consumer Protection Act 1986, it is to protect the interest of Consumer and settled the Consumer dispute U/S2(r) includes unfair labour practices, including misleading advertisement. This section applies to all advertisement and prohibits the same in case of discrepancy. The establishing of Advertising Standards Council of India (ASCI) 1985 which is a non statutory tribunal, a self-regulatory mechanism for ensuring ethical advertising practices. ASCI are voluntary self regulation organization and its members comprise of Advertiser, Media Agencies and other professions/ancillary services connected with advertises practices. In September 2012, the Consumer Complaints Council of ASCI upheld complaints made against 15 out of 22 advertisements; in June 2014 it upheld complaints against 134 out of 147 ads as misleading. Celebrity endorsing Product or Services can be held responsible and face action for appearing in misleading promotion under the Consumer Protection Act 1986, the new frame work also bans Surrogate Ads, a common practice for liquor and chewing Tobacco Companies. MISLEADING ADVERTISEMENT: Misleading Advertisement giving false Information, false claims, misrepresent the features, content, exaggerate the claims of the Products or Services. Any Advertisement contravening and violating any provision of the legal regulation of the advertising are also misleading advertisement. It is quite possible that the endorser and influencers might not be aware of the quality, legitimacy and other related aspects of products they endorse. ‘Endorsement Know/How’ The department of Consumer Affairs released a set of guidelines for celebrities, Influencers and virtual Influencers known as Endorsements Know/How’s. Guidelines have been framed under Consumer Protection Act 2019 and are issued for the purpose to maintain authenticity and transparency with their target audience. In the case where the advertisement is found to be deceptive or misleading the endorser would be liable and the consumer would not get trap. Disclosure– The Marketers and Advertisers who have access to the audience and have the power to influence perception and opinion and buying decision of the audience due to celebrity influence with the audience. When to Disclose:- Marketers and Advertisers must disclose to its audience if the endorsement is a result of any kind of Monetary, Incentive or Material benefit. Material benefit may include monetary compensation, Hotel Stays or sponsored Trips, Free products, Discount on Products, Media Barters, Gifts, Coverage and Awards, Personal and Private Relationship. The endorser including Celebrity and Influencers must disclose the same. How to disclose:- For Images: Discloser is required to be superimposed on the image itself. For Videos: Discloser is required to be both in audio and video format. For Live Streaming: Discloser is required to
