New Delhi: Often we find celebrities promoting the product that lures people to turn their skin within a week period et al. Most people get influenced with such false promises. Now, with the recent judgment, it is not only the companies but also the celebrities who promote the product that will be held responsible for compensations claimed by the victims.

On Monday, the Central Consumer Protection Council (CCPC), under the chairmanship of minister K V Thomasdecided to set up a sub-committee to suggest strategies to deal with such advertisers. Among the concerns raised was peddling of products by celebrities.

The panel discussed the misleading advertisements and arrived at a conclusion in the later stages. What seems to have moved the consumer affairs ministry is a direction from the MP high court to set up an ad monitoring panel as recommended by the Vibha Bhargava Commission. "An ad monitoring committee with proper budgetary support from the Centre may be set up to monitor the advertisements on regular basis... the committee will have the powers to (take) corrective actions and (impose) compensation," the CCPC said.

Sources said that the decision was taken unanimously by CCPC, which has members from central and state governments, besides representatives from consumer organizations and academicians. The sub-committee may be formed in less than a week and could submit its recommendations by February-end, sources said.