Watch out!

Use of the word ‘free': The ASCI guidelines say that no advertisement may contain a claim so exaggerated as to lead to grave disappointment. Safir Anand says that complaints can be made when a product is described as free but there is a direct cost to the consumer (as in freight or postage charges, in-built cost of escalation and so on).

Parody of a celebrity or well-known figure: This can get into legal trouble on two counts – defamation or fraud and misrepresentation. As a hypothetical example, Safir Anand points to the Rajnikant jokes – now, a creative might parody Rajnikant in a hurtful manner and the latter could be within his rights to take potential legal action. Another example is the way Amitabh Bacchan's voice is often mimicked – now if a ‘sound alike' voice were used to advocate or endorse a product, it is a case of misrepresentation.

Ambush Marketing as has been seen in the World Cup, where companies that are not officially associated as sponsors to the cricketing event have hijacked the platform, is an oft-used tactic by advertisers and again can be complained against.

Misleading claims, such as those made by the fairness creams: For example, fairness in seven days are gross violations by advertisers. Unless these claims have the backing of proven scientific tests, they cannot be made, contends Anand.

When the facts of the matter are not fully disclosed: If an advertiser indulges in telemarketing and says you have won a prize and asks you to come to such and such place to claim it, but upon arrival asks you to take part in a raffle draw, then it is again a violation of advertising codes.

Surrogate advertising: Riding on another product to sell a product like liquor or tobacco are all frowned upon.

Obscenity: Creatives that are obscene can also come in for censure.

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