The Effect of Legal Interventions on Reducing Misleading Advertisements and Protecting Consumer Behaviour

Abstract

Misleading advertisements represent a persistent challenge to consumer welfare, distorting purchase decisions and eroding trust in the marketplace. This paper examines the effect of legal interventions on reducing misleading advertisements and protecting consumer behaviour, with a particular focus on the Indian regulatory landscape. Drawing upon the legislative framework established by the Consumer Protection Act, 2019, the enforcement mechanisms of the Central Consumer Protection Authority (CCPA), and the complementary role of self-regulatory bodies such as the Advertising Standards Council of India (ASCI), this research analyses how legal interventions influence consumer trust, purchase decisions, and market conduct. Through an examination of landmark judicial decisions-including the Supreme Court’s intervention in the Patanjali case and the CCPA’s ruling on ‘100%’ claims-the paper demonstrates that robust legal enforcement, combined with proactive judicial oversight, produces measurable effects on both corporate advertising practices and consumer protection outcomes. However, the analysis also identifies persistent challenges, including jurisdictional limitations, enforcement resource constraints, and the rapid evolution of digital advertising practices. The paper concludes that while India’s legal framework provides a strong foundation for regulating misleading advertisements, sustained effectiveness requires adaptive enforcement mechanisms, enhanced inter-agency coordination, and continued judicial vigilance.