Regulations for advertising (2)

REGULATIONS FOR ADVERTISING

IN INDIA

Presented By :- Mahesh Budhwant Sandeep Singh

REGULATORY BODY IN INDIA

Advertising Standard Council India

STANDARDS OF CONDUCT

Truthful and Honest

Not hazardous to society

Not offensive

Fair with competitors

TRUTHFUL AND HONEST REPRESENTATION

All Descriptions , Claims, Comparisons.

Advertisement claims expressly stated to be based on or supported by independent research.

Reference to Person, Firm or Institution .

Obvious untruths or exaggerations.

Abuse trust of consumers or exploit lack of knowledge .

Examples-Free ProductsExpressions like “upto five years’ guarantee” or “prices as low as rupees y”Ads addressing to those suffering from Real or perceived inadequacy of any physical attributes

TO SAFEGUARD AGAINST THE INDISCRIMINATE USE OF ADVERTISING

Ads tends to incite people to crime or promoting disorder,Derides any race, color, creed, gender or nationality, Affecting relationship with foreign countries.

Ads addressed to minors

Ads referring to dangerous practices, manifest a disregard for safety or Negligence.

Ads should contain nothing which is in breach of the law nor omit anything which the law requires.

Ads should not propagate products, use of which is banned by law.

Ads for products whose advertisement is banned

NOT OFFENSIVE

FAIR WITH COMPETITORS

It should be clear The comparisons should be factual There is no likelihood of the consumer

being misled The advertisement does not unfairly

denigrate, attack or discredit other products

CONSUMER COMPLAINTS COUNCIL (CCC)

BIRTH AND COMPOSITION OF CCC

The ASCI’s Board of Governors set up a Consumer Complaints Council (CCC) to examine complaints received by the ASCI.

The composition of the CCC is as follows: 9 from within the advertising industry

representing advertisers, advertising agencies, media owners and allied professions.

12 from society at large, consisting of eminent consumer activists, educationists, prominent journalists, lawyers, engineers, doctors, etc

ONLINE AND OFFLINE COMPLAINING

Who can Complaint?

ANYONE!

There are two ways of complaining to CCC. They are through

- Online and- Printed form

The form can be downloaded from,

ASCI’s Official Website - http://www.ascionline.org/

CASE STUDIES: CASE 1 DECISION IN FAVOR OF ADVERTISER

Brand- BIG BAZAAR

Complaint- Print ad has the tagline- “Is se sasta aur

accha kahin nahi!”. According to the Complainant, there are items available outside, which are cheaper than what Big Bazaar claims.

CCC said that- Claim misleading by exaggeration.

Result- The Advertiser provided comparative bills of Big Bazaar and other stores, which proved that on a basket of commodities, they are cheaper. So no changes to the ad was made.

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