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
ASCIs 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