I&B intervention gives ASCI more teeth to curb ads that violate guidelines

25 Aug,2014

By A Correspondent


In a recent development, the Ministry of Information and Broadcasting (MIB) has ordered broadcasters not to air advertisements that have been found in violation of the Advertising Standards Council of India’s (ASCI) code and not complying with the decision of its Consumer Complaints Council (CCC). While deliberating on the complaints received in ASCI, the CCC observed that many of the teleshopping advertisements made unsubstantiated claims & violated the provision of code for self-regulation as well as provisions under Drug & Magic Remedies (Objectionable Advertisements) Act, 1954. MIB has in its Advisory compiled a list of these ads and asked broadcasters not to carry them in their respective channels and to ensure strict compliance of the advertising code in the Cable Television Networks Act (CTN).


The CTN code and rules state that ‘no advertisement which violates the code of self-regulation in advertising, as adopted by ASCI for public exhibition in India, from time to time, shall be carried in the cable service’. Therefore, the ASCI decisions are not just bound for compliance by advertisers but also by TV channels.


Partha Rakshit

Partha Rakshit, Chairman, ASCI shared, “This is another feather in the cap of ASCI, in its efforts to make advertising more responsible. We were finding that some advertisers on TV channels, especially Tele Shopping Networks, were not complying with the ASCI decisions. We submitted the list to the Inter Ministerial Committee (IMC) of the MIB for their consideration. Based on that, IMC observed that any violation of ASCI code also violates the Advertising Code enshrined in the CTN Act and its rules. In short, IMC has directed that advertisements found to violate the ASCI code cannot be carried on TV channels.”


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