New Delhi, June 11 (TIWN) Aiming to rein in manufacturers and advertisers that target children to sell their wares, the Centre on Friday announced a string of measures to curb these practices.

The 'Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022' comprise 19 provisions pertaining to advertisements targeting children, officials from the Department of Consumer Affairs said.  An advertisement that addresses or targets or uses children shall not condone or encourage practices that are detrimental to children's physical health or mental wellbeing, shall not exaggerate what is attainable by an ordinary child using the product being marketed, or it shall not claim that consumption of a product advertised will have an effect on enhancing intelligence or physical ability or bring exceptional recognition without any valid substantiation or adequate scientific evidence, the Guidelines said.