Ministry of I&B ASCI Other formal bodies e.g.. Advertiser’s Association, Mumbai Ad Club, etc
.ascionline.Advertising Standard Council of India (ASCI) Regulations
The source and date of claims should be indicated in the advertisement. claims and comparisons should be capable of validation. Advertisements shall not contain any reference to such person.Chapter-I
Advertisements must be truthful. All descriptions.
. firm or institution into ridicule or disrepute. firm or institution which confers an unjustified advantage on the product advertised or tends to bring the person.
Advertisements shall neither distort facts nor mislead the consumer by means of implications or omissions.
Advertisements shall not be so framed as to abuse the trust of consumers or exploit their lack of experience or knowledge.
Products shall not be described as `free‟ where there is any direct cost to the consumer other than the actual cost of any delivery.
. Y” are not acceptable if there is a likelihood of the consumer being misled. freight. or postage.
Claims which use expressions such as “Upto five years‟ guarantee” or “Prices from as low as Rs.
Obvious untruths or exaggerations intended to amuse or to catch the eye of the consumer are permissible provided that they are clearly to be seen as humorous and not likely to be understood as making literal or misleading claims for the advertised product.
. vulgar which is likely.Chapter II
To ensure that Advertisements are not offensive to generally accepted standards of Public Decency. in the light of generally prevailing standards of decency and propriety.
Advertisements should not contain anything indecent. to cause grave or widespread offence.
Adversely affects friendly relations with a foreign State. Derides any race.to emulate it or conveys the modus operandi of any crime. c. d.
. Tends to incite people to crime or to promote disorder and violence or intolerance b.particularly minors .Chapter III
To safeguard against the indiscriminate use of Advertising in the Promotion of Products which are regarded as Harmful to society or to individuals.
No advertisement shall be permitted which: a. particularly minors. colour. Presents criminality as desirable or directly or indirectly encourages people . caste. creed or nationality.
Advertisements shall not propagate products. Should not feature personalities from the field of sports. the use of which is banned under the law. music and cinema for products which.
Should not feature minors for tobacco or alcohol-based products.
. either require a health warning in their advertising or cannot be purchased by minors.
Advertisements should contain nothing which is in breach of the law nor omit anything which the law requires. by law.
guns or mechanical or electrical appliances. Should not show minors using explosive substance.
Should not encourage minors to enter strange places or to converse with strangers in an effort to collect coupons. wrappers. the careless use of which could lead to their suffering burns or other injury. or playing with or using sharp knives.
. Should not feature hazardous acts which are likely to encourage minors to emulate such acts in a manner which could cause harm or injury. labels.
.The advertisement does not unfairly denigrate. accurate and capable of substantiation
.The comparisons are factual. attack or discredit other products. provided: .Chapter IV
To ensure that Advertisements observe fairness in competition
Ads containing comparisons are permissible in the interests of vigorous competition and public enlightenment.
company or institution. copy. so as to suggest plagiarism. Advertisements shall not be similar to any other advertiser‟s earlier run advertisements in general layout.2. visual presentations. 3. slogans. nor take the goodwill acquired by its advertising campaign. Advertisements shall not make unjustifiable use of the name or initials of any other firm.
. music or sound effects.
National Flag. Seal etc.
. All boundaries must be given perfectly as approved by the Survey of India. of India.Emblem of Names – Prevention of improper use Act 1950
As per the Act. The India map should not be disfigured. in any manner (for professional and commercial use) without the prior permission from the authorized officer of the Govt.. no one should use the State Emblem.
down grading other competitor’s product. greatest.
Ex: Hindustan Unilever claims its Pepsodent is 102% better than Colgate.Monopolies and Restrictive Trade Practice Act. It is objectionable. No. finest etc. 1.
The advertisers use superlatives (puffery) to boost the merits of their products like the best.
Women are shown as decorative in ads even though it is not appropriate in the advt being advertised to gain extra mileage. 1986
Ads depicting Women in any manner of the figure or form or body or any part thereof in such a way as to have the effect of being indecent or derogatory/ denigrating women or likely depraves the morality of the women. Sex appeal/sexual figure are used explicitly to sell all sorts of things and to gain consumer attention.
.Indecent Representation of Women Act.
Drugs and Magic Remedies Act 1954:
As per the act. Disaster of Brain. Kavacha or any other charm of any kind which is alleged to possess miraculous power for or in the diagnosis. mitigation. Sexual impotence and AIDs etc. Cancer. Diabetics. cure. advertisements for curing specific diseases should not be carried. Mantra. treatment or prevention of any disease in human beings or animals.
Magic Remedies: Offering magical cure for incurable diseases by way of Talisman. Heart Diseased.
. Ex: Appendicitis.
in an advertisement should be clearly legible and on TV ads Should be held long enough for the full message to be read by average viewer on a standard domestic TV set.Criteria for superimposed text or “Supers”
“Supers” communicating disclaimers. qualifications etc. 1) For Print Ads the font size of the “Supers” shall be minimum 6 and 7 points for 100 cc or less and more than 100 column centimetre or equivalent size ads respectively 2) For TV Ads the size of the “Supers” shall be of minimum 11 pixel height and stay not less than 4 seconds duration on the screen."
Other Regulations Related to Advertising Practice
In the Netherlands. In Sweden. „Always wear a helmet when skateboarding‟
. advertisements for candy must display a toothbrush..g. prior clearance is required for all food and drink ads. The number of such countries is increasing. e. inclusion of safety messages is must in advertisements to children.
In Canada and Mexico.
which is untrue or misleading.
. provide for the regulation of financial advertisements. Should disclose all relevant facts and reproduce information in full.
An Issue related advertisement should be truthful. fair and clear and should not contain any statement.SEBI Guidelines on Pre-issue Publicity
The Guidelines on Advertisement. under Chapter IX of the SEBI (Disclosure and Investor Protection) Guidelines 2000.
a warning statement shall be displayed on the screen. In case of audio advertisements the standard warning shall be read in an easily understandable manner over a period of
The remaining 20% space can be used for the name of the mutual fund or logo or name of scheme.
Time for display and voice over of the standard warning is five seconds in audio visual advertisements.SEBI on Mutual Funds
In advertisements through audio-visual media like television. etc. Should be in a clearly legible font-size covering at least 80% of the total screen space and accompanied by a voice-over reiteration.