The advertising industry's self-regulatory body ASCI (Advertising Standards Council of India) has announced a fast-track procedure for addressing complaints by its (advertiser category) members against advertisements. The new system will be in place from September 1, to resolve complaints against ads by such members within seven working days. It takes four to six weeks to process complaints currently.

Mr Alan Collaco, Secretary-General, ASCI, told Business Line , “There was feedback from members, and we also realised that members are taking each other to court in the quest for speedy redress in some cases. Why should they have to seek expensive court litigation when there is an effective body in place for self regulation?”

The procedure can be availed by any ASCI member companies in the advertiser category that wishes to complain against an ad of another. The situation typically arises with competitors' advertisements involving comparative claims.

In the year ended March 31, 2011, ASCI received a total of 777 complaints against 190 ads. Of these, 76 ads were complained against by advertisers who are ASCI members (intra-industry complaints), informed Mr Collaco.

How it works

Under the fast track procedure, the office of the secretary general of ASCI will reach out to the advertiser complained against within one working day of receiving a complaint. A fast track complaints council comprising 14 members nominated from the existing 21 consumer complaints council members will be responsible for adjudicating fast track complaints. The procedure will be reviewed by the ASCI board for a period of four to six months.

>gokul.k@thehindu.co.in

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