advertising standard council of india
TRANSCRIPT
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ADVERTISING STANDARDS COUNCIL
OF INDIA(ASCI)
Sunil Jose
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• 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
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BOARD MEMBERS
• Mr. Partha Rakshit (Chairman (ASCI)
• Mr. Narendra Ambwani (Vice Chairman (ASCI)
• And 14 other members
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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
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• 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.
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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
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• 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".
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How to lodge a complaint?• Phone Call• Online form• Email• Post
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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)
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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
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• 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
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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
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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.
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• 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
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• Resourse• http://www.ascionline.org
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