Presentation on:

‘Regulations in Advertising’

What is Advertising Regulation?

Advertising regulation refers to the laws and rulesdefining the ways in which products can be advertisedin a particular region.

- Advertising has been in the vortex of controversy of the many ills that it brings to society

- It is accused of encouraging materialism and manipulating our behaviour generally contributing to the downfall of our social system.

Hence, there comes a need for regulatory bodies

Some of the well known regulatory bodies are-

Advertising Standards Authority (ASA) for United Kingdom

Federal Trade Commission for United States

Advertising Standards Authority (ASA) for South Africa

Advertising Standards Council of India (ASCI)

Advertising Association of Nepal (AAN)

Advertising Regulatory Bodies Around the World

- Truthful and fair to consumers and competitors.

- Within the bounds of generally accepted standards of

public decency.

- Not used indiscriminately for the promotion of

products, hazardous or harmful to society or to

individuals particularly minors, to a degree unacceptable

to society at large.

The purpose of the regulatory bodies would be to make

sure that advertisers and advertisements are -

Purpose

-In the United States, false advertising and health-related ads are regulated the most.

-In the United Kingdom advertising of tobacco on television, billboards or at sporting events is banned.

-Sweden and Norway prohibit domestic advertising that targets children.

-Some European countries don’t allow sponsorship of children’s programs, no advertisement can be aimed at children under the age of twelve, and there can be no advertisements five minutes before or after a children’s program is aired.

Regulation in different countries

ObjectivesThe objectives of ad regulation is to make sure

advertisers and advertisements are-

- Truthful and Honest

- Not offensive

- Not hazardous to society

- Fair with competitors

The Complaints received are handled by Consumer Complaints Council (CCC)

CONSUMER COMPLAINTS COUNCIL (CCC)

This is one of the ads of ASCI encouraging people to complaint against ads making

false claims!

CASE STUDIES

CASE STUDIES: CASE 1

DECISION IN FAVOR OF COMPLAINANT

Brand- Bajaj Pulsar

Complaint- Visuals had bikers doing extreme stunts but the disclaimer was almost invisible. So complaint was filed keeping in consideration of the recent bike stunt mishaps.

CCC said that- This shows dangerous stunts without having a regard for safety and hence some action should be taken by the brand.

Result- Ad was modified with a clear disclaimer in the beginning itself.

CASE STUDIES: CASE 2

DECISION IN FAVOR OF COMPLAINANT

Brand- AXE Dark Temptation Deodorant

Complaint- Ad is in bad taste and is vulgar, as it

shows the girls licking and biting the boy. The scene

of the girl biting his backside is highly objectionable.

CCC said that- The Visuals were indecent and likely

to cause grave or widespread offence.

Result- Ad was modified by deleting a few scenes

CASE STUDIES: CASE 4

DECISION IN FAVOR OF ADVERTISER

Brand- MOTOROLA

Complaint- A father telling his son to be responsible and not to litter the house. The son who is shown having a mobile phone (Motorola model) with earphones just keeps staring at his father and increases the voice of the music on the mobile phone thereby making the voice of this father fading. Ad conveys the message that it is cool for today’s youth to just ignore what their elders are telling them.

CCC said that- The “behaviour of the son ignoring his father”, as shown in the Ad, was not likely to cause grave or widespread offence.

Result- Complaint Not Valid