In view of the surge of advertisements on the internet, the Department of Consumer Affairs on January 20, 2023, released a Guide titled ‘Endorsements Know-hows! - for celebrities, influencers and virtual influencers on social media platforms’. The Guide is intended to prevent misleading on social media through endorsements by celebrities, influencers and virtual influencers. The Guide appears to be consequent to the potential impact of influencers on the purchasing decisions of customers on social media platforms. INDUSLAW’s Avimukt Dar, Shreya Suri, Sana Khan and Srika Agarwal provide a nuanced analysis of Guide.