The Indian society of Advertiser

Introduction

The Indian Society of Advertisers (ISA) was founded and registered as a company fifty seven years ago (1952) by a like minded group of large advertisers of those times.

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registered as a company under section 25 of the Companies Act, it is a non-profit organization

Members

The original member of companies and their representatives were:

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Company
Bata shoes company Birla Bros. Ltd., Calcutta Corn Products Co. (India) Ltd., Bombay Glaxo Laboratories (India) Ltd., Bombay Parle Products Manufacturing Co. Ltd., Bombay

Representative
R. Ray, Publicity Manager

Gangadhar Makheria, Secretary & Chief Accountant P.H. Brown, Director

R. A. Haryott, Director P. Mohanlal, Director

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Polson Ltd., Bombay Lt. Col. J.D. Kothawala, Director

Tata Industries Ltd., Bombay

F.S. Mulla, Public Relations Officer

West End Watch Co., Bombay

M.R. Bavier, Esq., General Manager

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Over the years all major advertisers have become members of the ISA and its current membership is around 160. Its membership includes almost all the large and prestigious advertisers like Asian Paints, Bata, Britannia, Cadbury, Castrol, Coca-Cola, ColgatePalmolive, Dabur, Godfrey Phillips, Godrej, Hero Honda, Procter & Gamble, Hindustan Unilever , ITC, Mahindra, Marico, HCL, Reliance ADAG, UB Group, MRF, Nestle, Nirma, Pepsi,

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P&G, Raymond, Reckitt, SmithKline Beecham, Tata Tea, Tata Motors, Titan and WIPRO, to name just a few. Among large Public Sector Enterprises who are members are companies like Air-India, Bharat Petroleum, Indian Oil and LIC. Collectively, the membership of ISA accounts for two thirds of all annual advertising expenditures made in India.

Role of ISA
The ISA has been at the forefront at promulgating selfregulation for the Advertising Industry. Some of its achievements in this area are: It has been the founder member and promoter of the Advertising Standards Council of India (ASCI), which lays down and enforces the code of self-regulation in advertising based on the following basic guidelines: Ensure truthfulness in advertising and safeguard against misleading representations. Ensure advertisements are not offensive to accepted standards of public decency.

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Safeguard against indiscriminate use of advertising to promote products which are hazardous to society. To ensure the observance of fairness in competition while protecting the consumers right to be informed of choices in the market place. It has enunciated a code of ethical conduct for advertising in the outdoor medium. This code was put together in collaboration with advertising agencies, the Bombay Municipal Corporation and the outdoor media.

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As a member of the WFA has been engaged in the global discussion on use of women and children in advertising. During 2005 it pro-actively interacted with the Ministry of Information and Broadcasting to have incorporated in the Cable TV Networks (Regulation) Act 1995 that the violation of the ASCI code will be seen as a violation of the said Act.

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