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| ASCI
Complete Code |
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THE
CODE FOR SELF-REGULATION IN ADVERTISING PERTINENT EXTRACTS
Adopted by THE ADVERTISING STANDARDS COUNCIL
OF INDIA under Article 2(ii)f of its Articles of Association at
the first meeting of the Board of Governors held on November 20, 1985 and
amended in February 1995 and in June 1999. |
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| Declaration
of Fundamental Principles |
This Code for Self-Regulation has
been drawn up by people in professions and industries in
or connected with advertising, in consultation with representatives
of people affected by advertising and has been accepted by
individuals, corporate bodies and associations engaged in
or otherwise concerned with the practice of advertising with
the following as basic guidelines with
a view to achieve the acceptance of fair advertising practices
in the best interests of the ultimate consumer:
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To ensure the truthfulness
and honesty of representations and claims
made by advertisements and to safeguard against misleading
advertisements.
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To ensure that advertisements are not
offensive to generally accepted standards
of public decency. Advertisements should contain
nothing indecent, vulgar or repulsive which is likely,
in the light of generally prevailing standards of
decency and propriety, to cause grave or widespread
offence.
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To safeguard against the indiscriminate
use of Advertising in situations or of the
promotion of products which are regarded as hazardous
or harmful to society or to individuals, particularly
minors, to a degree or of a type which is unacceptable
to society at large.
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To 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
behaviour in business are both served. Both
the general public and an advertiser’s competitors
have an equal right to expect the content of advertisements
to be presented fairly, intelligibly and responsibly. The
Code applies to advertisers, advertising agencies
and media.
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Responsibility
for the Observance of this Code
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The responsibility
for the observance of this Code for Self-Regulation in Advertising
lies with all who commission, create, place or publish any
advertisement or assist in the creation or publishing of
any advertisement. All advertisers, advertising agencies
and media are expected not to commission, create, place or
publish any advertisement which is in contravention of this
Code. This is a self-imposed discipline required under this
Code for Self-Regulation in Advertising from all involved
in the commissioning, creation, placement or publishing of
advertisements.
This Code applies to advertisements read,
heard or viewed in India even if they originate or are
published abroad so long as they are directed to consumers
in India or are exposed to significant number of consumers
in India.
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Definitions
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An advertisement is defined as a paid-for
communication, addressed to the public or a
section of it, the purpose of which is to influence the
opinions or behaviour of those to whom it is addressed.
Any written or graphic matter on packaging, or
contained in it, is subject to this Code.
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Standards Of Conduct
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Advertising is an important and legitimate
means for the seller to awaken interest in his products. The
success of advertising depends on public confidence. Hence
no practice should be permitted which tends to impair this
confidence.
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