The new Consumer Protection Bill approved by the Lok Sabha yesterday, is claimed to make the consumer the king. It is going to establish an authority to safeguard the interests of consumer rights, reports PTI.

It has provisions for penalty and jail terms on misleading ads and celebrities endorsing the same. Celebrities are liable to a fine and a ban of three years for such endorsements. The bill seeks to establish a Central Consumer Protection Authority (CCPA) to promote, protect and enforce consumer rights. It has provisions for post-litigation stage mediation as an alternate dispute resolution mechanism. The bill also provides for product liability action.

In 2015, a bill was introduced by the Centre to replace the 30-year-old Consumer Protection Act, 1986. The consumer affairs ministry brought the 2017 bill to renew the old as it required many amendments.

With Prime Minister Narendra Modi stressing on consumer empowerment in the recent past, this bill provides strict provisions against misleading advertisements and protects consumers.