ASCI resolves 221 complaints of misleading ads in May

31 Jul,2020

By A Correspondent


In May 2020, the Advertising Standards Council of India (ASCI) investigated complaints against 251 advertisements, of which 23 were promptly withdrawn by advertisers. ASCI acted against 222advertisements on a suo motu basis and its Consumer Complaints Council (CCC) upheld 209 cases.


Of the complaints, other than those against the withdrawn advertisements, the CCC evaluated 228 advertisements. Complaints against 221 were upheld. Of these, 162 belonged to the healthcare sector, 47 to education, 1 tofood and beverages, 1 to personal care and10 to other category. As the lockdown was enforced across India, several advertisers, especially in healthcare, made false claims about Covid-19 cures and preventions. The Ministry of AYUSH is reported to have sought help from ASCI to alert it about such advertisements. In the months of April and May over 100 such cases were flagged to the industry-governed regulator.


Rohit Gupta

Said Rohit Gupta, Chairman of ASCI: “We believe in the effectiveness of co-regulation – essentially self-regulation acting in alignment with government laws and guidelines. The new law is a tremendous opportunity for the advertising industry and brands to raise their standards even higher and to put the consumer firmly at the centre of their efforts. It paves the way for advertising that is more informative and honest while introducing serious disincentives for violators.”


As an advertising self-regulator, ASCI has succeeded over the past 35 years to establish and maintain consumer trust in advertising, acting swiftly and effectively against misinformation. With the new law in place, ASCI is strengthening its monitoring mechanism by including digital media in it. Its National Advertising Monitoring Service already tracks potentially misleading ads nationally for suo motu action.


On the impact of COVID-19 on the advertising industry in general and ASCI in particular, Gupta said: “The past four months have been extremely challenging as we got familiar with virtual processes of monitoring advertisements and the functioning of the CCC. All teams are now well aligned to ensure smooth processing and timely action.”


Post a Comment 

Comments are closed.

Today's Top Stories