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Our Bureau

Mumbai, April 21The Advertising Standards Council of India’s (ASCI) Board has decided to launch a Copy Advice Service for its members from May 1.

ASCI became a member of The European Advertising Standards Alliance (EASA) last year with a view to gain from EASA’s expertise in advertising self regulation as well as to play a significant role in self regulation internationally.

One of EASA’s Best Practices is offering Copy Advice to members of Self Regulatory Organisations (SRO). The EASA Best Practice Self-Regulatory Model states, “One of self-regulation’s key roles is to prevent problems before they happen by providing advice to advertising practitioners.” This can be achieved through Copy Advice which is defined as confidential, non-binding pre-publication advice about a specific advertising proposal, provided by an SRO, like the ASCI, to an advertiser, agency or media.

The main purpose of ASCI’s Copy Advice service is to prevent problems before they happen; this benefits not only the advertiser, agency and media concerned, but also the advertising industry as a whole, by avoiding complaints and promoting social and consumer responsibility. This service will provided free of cost.

Unlike general information about code interpretation, Copy Advice concerns specific advertising proposals. Although it is non-binding to both the advertiser and the ASCI’s Consumer Complaint Council (CCC), advertisers and agencies are likely to rely on it when spending large amounts of money.

ASCI’s Board that constitutes a special panel will help the ASCI Secretariat to provide Copy Advice. Members of this panel have over 10 years experience working on ASCI’s Board and/or CCC. The time for getting Copy Advice will depend on the complexity of each case, as well as the need for consultation within the Secretariat, but ASCI will aim to provide Copy Advice within seven working days.

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