WHY SELF-REGULATION
IN ADVERTISING
In recent years the quantity of false, misleading
and offensive advertising has resulted in consumers having
an increasing disbelief in advertising, and a growing resentment
of it. Misleading, false advertising also constitutes unfair
competition. It could lead to market-place disaster or
even litigation. If this kind of advertising continues,
it won’t be long before statutory regulations and
procedures are imposed which make even fair, truthful,
decent advertising cumbersome if not impossible. This certainly
will affect your ability to compete and grow.
he Advertising Standards Council of India (ASCI) (1985)
has adopted a Code for Self-Regulation in Advertising.
It is a commitment to honest advertising and to fair competition
in the market-place. It stands for the protection of the
legitimate interests of consumers and all concerned with
advertising - advertisers, media, advertising agencies
and others who help in the creation or placement of advertisements.
As the Code becomes increasingly accepted and observed
pro-actively, three things will begin to happen.
1. Fewer false, misleading claims
2. Fewer unfair advertisements
3. Increasing respectability
Which, only means more freedom for you to practise your
craft or carry on your business effectively. As a member
of ASCI, you can mould the course of Self-Regulation and
participate in the protection of healthy, effective advertising.
You can have a say, through the Board of Governors, in
the further development of the Code and future appointments
to the Consumer Complaints Council (CCC). Membership of
the ASCI (open only to Firms) entitles you to appoint your
nominee to discharge your function as a member, including
standing for election to the Board of Governors and voting
at general meetings.
Why not have a say in matters affecting your own destiny?
Why
not make Self-Regulation truly work for you?
In India, as in several advanced economies, there is only
ONE BODY for Self-Regulation in Advertising – the
ASCI, which is concerned with safeguarding the interests
of consumers whilst monitoring/guiding the commercial communications
of Practitioners in Advertising on behalf of advertisers,
for advertisements carried by the Media, in their endeavours
to influence buying decisions of the Consuming Public.
|