ASCI launches ‘Advertising Advice’ service to help brands determine if ads violate ASCI code

22 Sep,2021

By Our Staff


The Advertising Standards Council of India (ASCI) has launched a paid ‘Advertising Advice’ service. This service is open to all members and non-members of ASCI and will point out to advertisers and marketers, at the campaign planning stage, if their claims could potentially violate any ASCI code or guideline. This will help them to take corrective action at the pre-production phase and will guide them to substantiate the claim and align the creative basis the ASCI code.


While the service existed in a smaller form earlier, now the Advertising Advice panel also includes technical experts in different specialties who can examine the claim and evidence for technical claim support.


ASCI has clarified that it will process any complaints they receive against such ads as per its normal process. The advisory panel for Advertising Advice service is completely different from the complaints process to avoid any potential conflicts.


Said Subhash Kamath, Chairman, ASCI: “As ASCI steps into its next phase, the Advertising Advice service will be a crucial element in the cause of self-regulation. The service gives brands a chance to better prepare their campaigns and mitigate reputational risks. While there is no guarantee that consumers will not raise a claim against a brand, the advisory does help brands take steps to ensure that their campaigns don’t violate any norms formulated to protect consumer interest. We believe that this advisory service will provide the necessary support to the advertising ecosystem to create more responsible ads without affecting creativity.”


Added Manisha Kapoor, Secretary-General, ASCI: “The advisory can be used by brands to great effect while planning their campaigns. Brands wish to be competitive and push the boundaries of claims. With this service, we can support advertisers to make strong claims while not crossing the all-important lines of honesty, decency, fairness and safety. An external scrutiny by experts at the pre-production stage can add tremendous value to campaign development. Post release of the campaign, any stoppage can cause significant disruption and cost for an organisation. But by making this a part of the way advertisers think of campaigns at an early stage, such risks can be mitigated. We see this as a win-win for advertisers and consumers, who then get exposed to fewer problematic ads.”


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