“ASCI has a specific guideline on celebrities. Plus there is a clause in the crypto guidelines as well. We have always maintained that celebrities need to do their due diligence on the claims they endorse. And the Consumer Protection Act, too, lays down penalties for endorsers in case the [ad] they feature in is found misleading, and if they have done no due diligence. Endorsers may not have domain expertise but they must take the effort to do due diligence as part of their responsibilities,” Kapoor said.