Digital Dilemma: Why Your Social Media Ads Need Metric Compliance Now

Posted On - 25 November, 2025 • By - Simran Tandon

In the age of Instagram Shops and Facebook Marketplace, the line between a promotional post and a point-of-sale has vanished. Companies and intermediaries selling products online must urgently recognize that their digital marketing is no longer exempt from India’s stringent Legal Metrology Act, 2009 (LMA). Failure to comply can lead to significant penalties, especially concerning the basic requirement of standard units of measure.

The LMA’s purpose is to ensure consumer protection and consistency in trade by mandating the use of the International System of Units (SI), or the metric system. When a brand advertises a product like a smart speaker or a television, the digital journey from seeing the ad to purchasing the item is virtually seamless. This creates a critical compliance trap that digital advertisers often overlook.

The core legal exposure comes from Section 11(1) of the LMA, which states that no person shall “(c) prepare or publish any advertisement, poster or other document… otherwise than in accordance with the standard unit of weight, measure or numeration.”

This provision applies to any commercial communication published in relation to goods, regardless of whether it is directly linked to a checkout page.

The Promotional vs. Transactional Trap

A common misconception among digital marketers is that compliance only matters on the final e-commerce transaction page. This misunderstanding relies on a distinction that only applies to certain rules, but not to the fundamental requirement of standard units.

Compliance AreaPromotional Ad (e.g., an Instagram, Facebook post/ story)Transactional Ad (e.g., the checkout page)Governing Rule & Outcome
Mandatory Declarations (e.g., MRP)May be exemptedRequiredGoverned by Rule 6(10) of the Legal Metrology (PC) Rules, 2011, which specifically targets the “network which is used for e-commerce transactions.” The “promotional only” defence might work here.
Standard Units of MeasureRequiredRequiredGoverned by the broad mandate of Section 11(1)(c) of the LMA. Quoting a size as “6-inch” without the metric equivalent is a direct violation, as the ad is a published document “in relation to any goods.” The “promotional only” defence fails here.

In short, while you might avoid a penalty for a missing MRP on a non-transactional post, you will likely incur one for using a non-standard unit like “8-inch” without providing its metric equivalent.

Examples of Section 11 Compliance Traps:

  1. The Real Estate/Apartment Advertisement (Dimension/Area)

This is one of the most common violation areas outside of electronics.

  • Non-Compliant Promotional Ad: A real estate developer runs a social media campaign stating, “Own a spacious apartment with a 1500 sq. ft. (square feet) carpet area in the heart of the city! Book today!”
  • The Violation: Square feet (sq. ft.) is a non-metric imperial unit of area measurement. The advertisement is published “in relation to any goods, things or service” (the property) and expresses a quantity/dimension, therefore violating Section 11(1)(c) and (e).
  • The Correct Compliance: The advertisement must use the standard metric unit (square meters) or a dual declaration.
  • Compliant Ad: “Own a spacious apartment with a 1500 sq. ft. (139.35 sq. m.) carpet area in the heart of the city!”

2. The Automobile/Bike Promotional Launch (Fuel Efficiency)

  • Non-Compliant Promotional Ad: An automobile company launches a new bike and runs a large poster or video ad that prominently boasts, “New X-Bike: Experience a mileage of 60 miles per gallon (MPG)!”
  • The Violation: While “miles per gallon” (MPG) is an internationally recognized standard in some countries, the standard unit for fuel efficiency in India’s metric system is kilometers per litre (km/L). The advertisement publishes a non-standard measurement of efficiency (a quantity/ratio), violating Section 11(1)(c).
  • The Correct Compliance:

Compliant Ad: “New X-Bike: Experience a mileage of 60 MPG (approx. 25.5 km/L)!”

3. The Textile/Garment Advertisement (Fabric Width)

  • Non-Compliant Promotional Ad: A boutique or an e-commerce textile seller advertises fabric on its website with a promotional banner: “Premium Silk Fabric—Available in extra-wide cuts of 60 inches!”
  • The Violation: The unit “inch” is a non-metric imperial unit of length. The advertisement is published in relation to the goods and quotes a dimension (“60 inches”) outside of the standard metric system.
  • The Correct Compliance:

Compliant Ad: “Premium Silk Fabric—Available in extra-wide cuts of 60 inches (152.4 cm)!”

The Simple and Safe Solution

The only guaranteed solution for full LMA compliance across all digital advertising is to adopt dual declaration for any quoted dimension, weight, or capacity.

For instance, an advertisement should read:

  • Non-Compliant: “Enjoy our Echo Show with an 8-inch screen!”
  • Compliant: “Enjoy our Echo Show with an 8-inch (20.3 cm) screen!”
  • Fully Compliant: “Enjoy our Echo Show with a 20.3 cm screen!”

This simple step ensures the advertisement adheres to the standard unit requirement in Section 11(1)(c), regardless of the platform or the ad’s function.

Need to Ensure Full LMA Compliance? We Can Help

Navigating the complexities of the Legal Metrology Act, especially in the fast-evolving landscape of digital commerce and social media advertising, requires specialized expertise. Our firm King Stubb and Kasiva deals exclusively in Legal Metrology compliance, helping businesses audit their entire digital presence from banner ads to checkout flows, to eliminate non-compliance risks under Section 11 and the relevant Rules.

Don’t let an “incorrect standard unit of measure” post lead to a hefty fine. Partner with us to ensure your online sales strategy is robust, compliant, and penalty-free.

Contributed by – Ritwik Tyagi