• Aishwariya . V

The influence of advertising on consumer choice is undeniable, which is why advertising must be fair and honest. Misleading advertising distorts competition and, of course, consumer choice. Even after 30 years of enactment of the Consumer Protection Act of 1986 and even after the paradigm shift from Caveat Emptor to Caveat Venditor, manufacturers and service providers across all sectors are mining Indian consumers. The question is, whether advertising is a blessing or a curse? There are always two sides of the coin. Advertising is necessary for economic growth, but should not be misleading or disturbing. Consumers must be aware of their rights, speak out against exploitation, and seek to resolve their grievances. Consumer consciousness determines the effectiveness of consumerism. Consumers have a duty to define their rights and protect them. The Consumer Protection Act of 1986 has no provision specifically addressing misleading advertisements. However, they prohibit "unfair trade practices" and offer remedies in such cases. Advertising may be subject to these regulations; however, they are not sufficient to address all aspects of advertising, which may require regulation. Unlike India, some foreign jurisdictions have specific laws on advertising. This article aims to make a thorough, comprehensive, comparative and critical study of misleading advertisements in India, identify the hurdles to achieving the basic objects of the consumer welfare legislation to control misleading advertisements.

False and Misleading advertisement, consumer protection, violation, fundamental rights, misleading.

"Illusory Advertisements And Their Impact On Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.i650-i653, June-2022, Available :http://www.jetir.org/papers/JETIR2206879.pdf

"Illusory Advertisements And Their Impact On Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppi650-i653, June-2022, Available at : http://www.jetir.org/papers/JETIR2206879.pdf