ASCI cracks whip on misleading ads; Education, Personal Care products major defaulters

19 Mar,2014

By a correspondent

 

In December 2013, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 87 ads which was dominated by Health & Personal Care category that continued to lead with the highest number of complaints received.

 

In 2013, the CCC decided on 1842 complaints out of which 1477 were upheld. Out of these misleading advertisements, approximately 40 per cent were the education sector advertisements and 36 per cent from the personal and healthcare category.

 

In the year 2013, Advertising Standards Council of India introduced various initiatives ensuring quicker and stronger actions against all advertisements violating its code.  The National Advertising Monitoring Service (NAMS) helped the self-regulatory body to cast its net wide on the defaulting advertisers, and Online Complaint and Monitoring Service (OCMS) made it convenient and faster for consumers to file complaints against misleading advertisements.

 

In addition, ASCI also launched online monitoring of ads to track advertisements in the online space and also introduced Suspension Pending Investigation for taking quick action against those advertisements whose continuation may be against public interest. These initiatives resulted in a five-fold increase in the number of complaints.

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