Chapter: Advertising Curse and Catalyst

- Was set up in 1985

- The Advertising Agencies Association of India, the media owner's association and the Indian
Newspapers Society, came together and took the initiative to form the ASCI (the council)

- The council was voluntary and self-regulatory, registered as a non-profit Company .

The objectives of ASCI are to make sure advertisers and advertisements are-

- Truthful and Honest

- Not offensive

- Not hazardous to society

- Fair with competitors

- Ad regulation in India

- In India, as in several advanced economies, there is only one body for Self-Regulation in
Advertising – the ASCI, established in 1985, which is concerned with safeguarding the interests
of consumers whilst monitoring/guiding the commercial communications of Practitioners in
Advertising on behalf of advertisers, for advertisements carried by the Media, in their
endeavours to influence buying decisions of the Consuming Public.
 - The Council is managed by a Board of Governors

- consisting of 16 elected members, constituted as follows:

- - 4 from Advertisers

- - 4 from Advertising Agencies

- - 4 from Media and

- - 4 from Allied Professions like outdoor contractors, audio-visual producers/distributors,

consumer researchers, printers, etc.

Receiving complaints

- For public awareness sake, from time-to-time the Council puts out advertisements in newspapers

- This invites them to complain to the Council

Each year the Council receives approximately 150 complaints.

- 50 % Upheld

- 80% Voluntarily modified/withdrawn

Online and Offline complaining

Who can Complaint?

ANYONE!

There are two ways of complaining to CCC. They are through

- Online and

- Printed form

The form can be downloaded from,

ASCI’s Official Website - http://www.ascionline.org/

Social Impact assesment

• The advertising has deep impact into the minds of the viewers especially among the children.
Hence the ad makers must be aware of the social consequences of the ads.

• Surf Kidstains Challenge

• Super Nirma detergent cake