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ORGANISATION
: The Board of Governors (16 members) ensures equitable
representation
of Advertisers, Agencies, Media and other Advertising Services,
the individual member firms being leaders in their respective
industries or services. The CCC (21 members) has 12 Non-Advertising
professionals representing civil society, who are eminent
and recognised opinion leaders in their respective
disciplines such as Medical, Legal, Industrial Design,
Engineering,
Chemical Technology, Human Resources and Consumer Interest
Groups; 9 are advertising practitioners from our member
firms.
The CCC met 14 times from April 2006 to March 2007. It considered a total of 140
complaints, of which 78 were UPHELD, 62 were NOT
UPHELD. Seventy two percent of the complaints Upheld
by the CCC resulted in advertisements being either withdrawn
or modified appropriately. Implementation of CCC decisions - as a result of prompt and effective follow ups, there have been positive responses received from advertisers and agencies, in respect of CCC recommendations on complaints which were Upheld. There has been a number of instances wherein advertisers/agencies have withdrawn or modified their advertisements appropriately, merely on their being approached by ASCI for comments in respect of complaints received. The acceptance of ASCI’s role in judging
complaints against advertisements, in the interest of all Practitioners in Advertising and Consumers who are the targets of such advertisements, is demonstrated by the fact that during the year the advertisers/agencies have not yet informed the Council of their compliance with the CCC decisions, in respect of only 22 complaints.
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| Analysis
of Complaints decided upon by the CCC: |
Of the 140 complaints'
processed, there have been 22 intra-industry complaints received from advertisers and agencies, in respect of misleading
comparative advertising and unfair competitive
advertisements,
of which 13 were Upheld, whilst 9 were Not Upheld. Ninety
two percent of these Upheld complaints have been modified
appropriately or withdrawn. The Council has played
a fair and supportive role in ensuring that such complaints were
dealt with promptly, were treated with the confidence which
they deserved, and was instrumental in mediation with advertisers
and agencies concerned, thus avoiding time -consuming
and costly litigation in many instances.
Quarterly Review letters
to members and Compilation Reports of CCC decisions on
consumer and industry complaints
against advertisements, provide current background information,
which represents valuable case/reference material
for proactive Observance of the Code for Self-Regulation, when the creative is on the drawing board and the advertisement
is under development.
Our Secretary General, Mr. Alan Collaco
may be contacted on (022) 23521066 - phone and (022)
23516863 –fax, or e-mail: asci@vsnl.com for
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Clarifications
or additional background information if required, |
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Complaints
against advertisements which are considered objectionable
or offensive, |
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Requests
for particulars of Membership of ASCI |
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A
free copy of the ASCI Code for Self-Regulation in Advertising
is available on request.
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