Our Bureau

New Delhi, Aug. 10

The Advertising Standards Council of India (ASCI) has hailed a recent Government notification making it compulsory for television commercials to abide by the ASCI code. The amendment made in Cable Television Networks (Amendment) Rules, 2006 now states that "no advertisement which violates the Code for Self-Regulation in Advertising, as adopted by the Advertising Standards Council of India (ASCI), Mumbai for public exhibition in India, from time to time, shall be carried in the cable service".

According to Mr Ram Poddar, Chairman of ASCI, "This has been a long standing request of ASCI and I would like to place on record our grateful thanks and appreciation to the Ministry of Information & Broadcasting, of the Government of India, for helping to make the Advertising Self-Regulatory Movement in India stronger and more effective."

ASCI encourages the public to complain against advertisements which they consider to be false, misleading, offensive or unfair. All complaints are evaluated by an independent Consumer Complaints Council (CCC) which comprises 21 members - 12 from civil society and nine from advertising practitioners. The CCC has been able to decide upon the complaints within a period of 4 to 6 weeks. ASCI has now sought the support of the associations concerned such as Indian Broadcasting Foundation (IBF) to persuade TV channels to adhere to ASCI's code as well as implement the decisions of its CCC in this regard.

(This article was published in the Business Line print edition dated August 11, 2006)
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