Advertising and consumer Behaviour: Legal safeguards under the consumer protection Act

Abstract:- Advertising plays a pivotal role in shaping consumer behavior, influencing purchasing decisions through persuasive techniques and strategic messaging. However, misleading and unethical advertisements often exploit consumer vulnerabilities, leading to financial losses and trust deficits. This research paper examines the legal safeguards provided under the Consumer Protection Act, 2019 in India, aimed at protecting consumers from deceptive practices in advertising. The study explores the Act's provisions, such as the prohibition of misleading advertisements, penalties for false claims, and the establishment of the Central Consumer Protection Authority (CCPA) to regulate and enforce compliance. It also evaluates the effectiveness of these measures in addressing challenges posed by digital marketing, influencer endorsements, and emerging advertising trends.This research paper examines the impact of advertising on consumer behavior, highlighting psychological and sociological dimensions that make consumers susceptible to marketing influence. It further analyzes the legal safeguards embedded in the Consumer Protection Act and evaluates their effectiveness in curbing unethical advertising practices. Case studies, judicial decisions, and policy developments are explored to assess how these legal mechanisms contribute to a more equitable consumer market. Ultimately, the paper argues that while the legal framework has strengthened consumer rights, continuous efforts are needed in enforcement, consumer education, and industry self-regulation to ensure responsible advertising. A well-informed consumer base, supported by effective legal remedies, is essential to achieving a fair and just market economy.