ADVERTISING STANDARDS COUNCIL

OF INDIA(ASCI)

Sunil Jose

• ASCI is a self- regulatory voluntary organization,

registered as a not-for-profit Company under section 25

of the Indian Constitution.

• Established in 1985, head office in Mumbai.

• ASCI was formed with the support of 4 sectors

• Advertisers,

• Advertising Agencies,

• Media (including Broadcasters and the Press) and others like

PR Agencies,

• Market Research Companies

BOARD MEMBERS

• Mr. Partha Rakshit (Chairman (ASCI)

• Mr. Narendra Ambwani (Vice Chairman (ASCI)

• And 14 other members

The Consumer Complaints Council • The Consumer Complaints Council is ASCI's heart

and soul of ASCI

• CCC comprise of 21 drawn from various disciplines.

(12 Non Advertising professionals and 9 are

advertising practitioners)

• . The Board of Governors (16 members) ensures

equitable representation in CCC

• 2007 ASCI Become the EASA Member• ASCI’s aim: to maintain and enhance the public's confidence

in advertising

• FUNDAMENTAL PRINCIPLES

• To safeguard against misleading advertisements.

• To ensure that advertisements are not offensive.

• To safeguard against the indiscriminate use of advertising.

• To ensure that advertisements observe fairness in competition.

What is the power of ASCI?

The Government of India on 2nd August 2006 issued

a notification in The Gazette of India: Extraordinary

{Part II –sec. 3(i)}, made sure that at least as far as TV

Commercials go, they abide by the ASCI code

• The amendment made in Cable Television Networks Act- 2006 states:

• “(9) No advertisement which violates the Code for

Self-Regulation in Advertising, as adopted by the

Advertising Standards Council of India (ASCI),

Mumbai, for public exhibition in India, from time to

time, shall be carried in the cable service".

How to lodge a complaint?• Phone Call• Online form• Email• Post

How long does it take for a decision on a Complaint to be taken?

• It takes 4 to 6 weeks.

A complete complain should include:

• full particulars of the Print Ad, (the name and date of

Publication, and clipping or copy of the print Ad)

• In case of a TVC airing, we require the Channel, date and

time of the TVC. (description of an A/V, visual depictions

which are considered to be false)

ASCI Codes

• The Advertising Standards Council of India (ASCI)

(1985) has adopted a Code for Self-Regulation in

Advertising.

• It is a commitment to honest Advertising and to fair

competition in the market-place.

• It stands for the protection of the legitimate

interests of consumers

• Does a complainant have to pay to register a

complaint?

• No. Registering a complaint is free of cost.

• Does ASCI have any guidelines or rules for a

particular Category?

• ASCI has specific Guidelines for Advertising of 1)

Automobiles, 2) Food & Beverages and 3)

Educational Institutions

NATIONAL ADVERTISING MONITORING SERVICE (NAMS)

• ASCI introduced NAMS in 2012 initiative to keep continuous

track of advertisements nationally.

• 45000 print and 1500 TV adverisments are monitored every

month

Because of the ASCI following advertisements were withdrawn or modified

Videocon Washing machines - Claims - “Eco-Friendly

washing machines”, “Designed to not just care for

your clothes, but conserve water, save energy. –

Claims not fulfilled so this advertisement was

removed.

• Eureka Forbes LTD, (Aquaguard Total) - Claim - “Only

Aquaguard Total water purification systems guards the

liver, bones and digestive systems.- Result – ad is

modified.

• Suzuki Motorcycle India Pvt Ltd (Suzuki Zeus

Motorcycle) – claim visuals = Visuals - “a biker driving

the motorcycle on the lane dividing the white line,

then overtaking dangerously between 2 trucks and

rashly cutting the lane”. – Result – ad modified

• Resourse• http://www.ascionline.org