By Alan Colaco

1. Backed by a scientific study

Ads should be truthful and honest. Before making any claim in an ad, there should be a scientific study in support of the claim. This scientific study should be preferably done by an independent government-approved laboratory.

2. Support by consumer media research company

If in an advertisement, one is relying at consumer data for an opinion, then the same claim should be supported by a related consumer media research company.

3. Use clinical research

When in an ad, one is resorting to technical claim, it should be backed by a clinical research study, and not consumer studies. Suppose a toothpaste brand is claiming that it cleans 99 per cent germs then don’t ask 100-200 consumers their opinion on the claim, but use a clinical research to support the claim.

4. Disclaimer should be legible

If there is a disclaimer that has to go along with the ad, then it should be legible and on television it should appear for at least 4 seconds. The disclaimer should also be on a clear background.

Alan Colaco is the Secretary General of ASCI