In this era of competition, promotions play a crucial role if a sound business is a must. These days, companies are doing nothing less to reach consumers, from leading the Bollywood actors to the topmost sportsmen in the country, they’re now leaving no stone unturned.

But what these two companies did is simply out of limits, they didn’t opt any celebrity of the country, they directly started using the Prime Minister Narendra Modi’s pictures in order to gain customer’s trust and will.

This scenario has been observed since many months, but the government is finally on its way to take charges on the popular e-payment website Paytm and mobile network giant Reliance Jio. Both the companies are observed distinctly using the pictures of Modi Ji without concerning the government nor Modi.

After a prolonged official process, the Ministry of Consumer Affairs finally slapped the companies with notices, this notice comes under the Emblems and Names (Prevention of Improper Use) Act of 1950, which bars the use of Prime Minister’s name and picture for commercial purposes.

Hem Pande, the Consumer Affairs Secretary stated, “We have sent notices to both (the companies) for using PM’s picture in their advertisement. We are yet to receive their response.“

Pande further said that the actions that’ll be taken on these companies will be decided one the Consumer Affairs department gets ‘the replies.’

Meanwhile, Paytm declined to comment on the issue, e-mails sent to Reliance Jio Infocomm remained unanswered.

Earlier in September 2016, during the launch of Reliance Jio,  Mukesh Ambani has dedicated the Jio 4G service to the Modi government’s flagship Digital India project. Following that, a full-page entitled “Jio: Digital Life” jacket advertisements were published with a photograph of the Prime Minister, dressed in a blue jacket, that triggered the political unrest including the comments from Delhi’s Chief Minister Arvind Kejriwal.

Right after the demonetization, Paytm then issued an advertisement welcoming the move as it boosted use of e-wallets likes the one it markets. On this regard, this e-payment firm took advantage of the situation and went on using Modi’s picture for advertisements.

Coming to the laws, the Section 3 of the Act provides that no person shall use or continue to use any name or emblem for the purpose of any trade, business, calling or profession without the previous permission of the central government, this case is serious as the person involved in the issue is none other than the Prime Minister himself.

“Any person who contravenes the provisions of Section 3 shall be punishable with fine, which may exceed to Rs 500” according to that law.

But practically, for the gigantic companies like Jio and Paytm, a mere 500 rupees fine is just nothing. It is believed that certain new rules will be imposed that’d further restrict the commercial companies from repeating this deed.