ASCI upheld complaints against 143 erring advertisements for May 2018

30 Aug,2018

By A Correspondent


In May 2018, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 143 advertisements of the total of 260 advertisements that were evaluated by the CCC. Of these 143 advertisements against which complaints were upheld, 42 belonged to the healthcare sector, 61 to the education sector, 15 to the food and beverages category, 10 to the personal care and 15 were from others category.


A total of 140 advertisements were picked up by ASCI’s suo moto surveillance, wherein 33 cases were informally resolved as advertisements were voluntarily withdrawn and objections against 106 advertisements were upheld. Of the 120 advertisements complained against by the general public or by industry members, 17 cases were informally resolved wherein the advertisements were voluntarily withdrawn and complaints against 37 advertisements were upheld by the CCC.


said AbantiSankaranarayanan, Chairman, ASCI: “ASCI is working closely with various government bodies to establish an effective and transparent self‐regulation code for the advertising industry, which upholds the highest professional and ethical standards. ASCI prides itself on its impressive track record of effectively and expeditiously disposing of consumer complaints against misleading advertisements, thereby giving form to the rights conferred upon consumers to protect them from deceptive advertisements.”


As per the ASCI communique, the advertisements that violated Chapter III (Unsafe Practices) of ASCI Code include:

PepsiCo India – Pepsi: In the television advertisement, the visual showing the protagonist running on the platform in particular, shows a dangerous practice that may influence minors to emulate such acts. This manifests a disregard for safety and encourages negligence.


The  Coca‐Cola India Pvt Ltd ‐ Limca: In  the  advertisement,  the  visual  of  the protagonist along with his friends falling from a human pyramid from the height of second floor of the building and falling onto the ground which turns into a pool cannot be considered as hyperbole. The actions shown manifest disregard for safety and encourage negligence and may influence minors to emulate such acts.


Sree Muralikrishna Soap Works (JIL Washing Powder and Soap): In the advertisement, the specific visual showing the wife putting her husband in the washing machine was dangerous and had the potential of encouraging the children to imitate such acts, which could be life‐threatening. Regardless of the disclaimer, this act shown in the TVC encourages dangerous practices, manifests disregard for safety and encourages negligence.


Of the 120 advertisements assessed, 37 were considered to be misleading.  Of the total of 37 advertisements, eight advertisements belonged to the Personal Care category, eight  to Education category, seven belonged to the Food & Beverages category, six advertisements belonged to healthcare category, and eight belonged to the ‘Others’ category.



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