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.

ASCI is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. The ASCI was formed with the support of all four sectors connected with Advertising, viz. Advertisers, Ad Agencies, Media (including Broadcasters and the Press) and others like PR Agencies, Market Research Companies etc. Its main objective is to promote responsible advertising thus enhancing the public’s confidence in Advertising.

ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation which requires advertisements to be

• Truthful and fair to consumers and competitors.
• Within the bounds of generally accepted standards of public decency and propriety.
• Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large.
• Ensure that Advertisements observe fairness in competition so that the consumer’s need to be informed on choices in the Market place and the canons of generally accepted competitive behavior in business are both served.

ASCI is represented in all committees working on advertising content in every Ministry of the Government of India. ASCI’s Code for Self-Regulation in Advertising is now part of ad code under Cable TV Act’s Rules. Violation of ASCI’s Code is now violation of Govt. rules. ASCI’s membership of The European Advertising Standards Alliance (EASA) ensure that it gets valuable advice, learning and even influence at the international level.

The Consumer Complaints Council is ASCI’s heart and soul. It is the dedicated work put in by this group of highly respected people that has given tremendous impetus to the work of ASCI and the movement of Self-Regulation in Advertising. This group comprises of 21 drawn from various disciplines. 12 are eminent people not associated with advertising (such as lawyers, doctors, journalist, teachers. Technical experts, consumer activists etc.) and 9 are from Industry (advertisers, media, ad agencies and allied professions).

ASCI thus aims to achieve its one overarching goal: to maintain and enhance the public’s confidence in advertising.
We look forward to your joining us in championing the cause for ethics and therefore greater efficacy in Indian advertising.