2c170ASCI Regulation

Self-Regulation in Advertising
Credible advertisements for enhancing the public's confidence
ASCI's Mission
ASCI has one overarching goal: to maintain and enhance 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.
ASCI propagates its Code and a sense of responsibility for its observance amongst
advertisers, advertising agencies and others connected with the creation of
advertisements, and the media.
ASCI encourages the public to COMPLAIN (*) against advertisements with which
they may be unhappy for any reason and ensures that each complaint receives a
prompt and objective consideration by an impartial committee Consumer
Complaints Council (CCC) which takes into account the view point of the
advertiser, and an appropriate decision is communicated to all concerned.
ASCI endeavours to achieve compliance with its decisions through reasoned

persuasion and the power of public opinion.
Role and Functioning of ASCI
The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) in
dealing with Complaints received from Consumers and Industry, against Ads which
are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or
Unfair to competition, and consequently in contravention of the ASCI Code for Self-
Regulation in Advertising.
ASCI is a voluntary self-regulatory council, registered as a not-for-profit Company

under section 25 of the Indian Cos. Act. The sponsors of the ASCI, who are its
principal members, are firms of considerable repute within Industry in India, and
comprise Advertisers, Media, Ad. Agencies and other Professional /Ancillary services
connected with advertising practice.
The ASCI is not a Government body, nor does it formulate rules for the public or for
the relevant industries. The Purpose and the Mission of the ASCI is spelt out clearly
in the literature provided.
You will appreciate that if an AD is to be reviewed for its likely impact on the
sensibilities of individual viewers of TV, or readers of press publications, we require
to convey to the Advertiser concerned, the substantial issues raised in the complaint,
in the exact context of the specific Ad, as conveyed by the perception of the
complainant, and to elicit the appropriate response by way of comments from the
Advertiser.
Only then will the CCC, of the ASCI, be in a position to deliberate meaningfully on
the issues involved, and to arrive at a fair and objective conclusion, which would
stand the scrutiny of all concerned with the right to freedom of expression, and the
freedom of consumers to choose the products /services made available to them in the
market-place.
For this we require in each case a clearly readable copy or clipping of the Ad under
complaint, with full particulars of name and date of publication, or a printout of an Ad
or promotion on a Website or in case of a T.V. Commercial, the channel, date and
time or programme of airing, and a description of the contents of the TVC, along with
a hard copy of the complete complaint preferably signed by the complainant.
As a policy we do not disclose the identity of the complainant to the Advertiser.
The ASCI receives and processes complaints against Ads, from a cross section of
consumers, the general public and Industry, in the interests of all those who rely on
advertising as a commercial communication, and this covers individuals, practitioners
in advertising, advertiser firms, media, ad. agencies, and ancillary services connected
with advertising.
In the case of complaints which were Upheld by the CCC, during the past year, it may
interest you to know that over 80% of such Ads have been withdrawn or modified
appropriately by the Advertisers/Agencies involved, and the concerned Media have
also confirmed that they would not carry such offending Ads/TVC.
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.

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Self-Regulation in Advertising

Credible advertisements for enhancing the public's confidence

ASCI endeavours to achieve compliance with its decisions through reasoned

ASCI is a voluntary self-regulatory council, registered as a not-for-profit Company

As a policy we do not disclose the identity of the complainant to the Advertiser.

WHY SELF-REGULATION IN ADVERTISING

1.Fewer false, misleading claims

Why not have a say in matters affecting your own destiny?

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