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.
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.