Advertising Regulations in India and ASCI

Advertising Regulations in India and ASCI

Advertising Self-Regulation or Ad Self-Regulation is a way for the advertising industry to actively regulates itself to ensure that advertisements are legal, decent, honest and truthful. Ads must be prepared with a due sense of responsibility to the consumer and society, with respect to the principles of fair competition.

The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising -- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.

The Consumer Complaints Council (CCC) is ASCI’s heart and soul. It is the dedicated work put in by this group of eminent people that has given a tremendous impetus to ASCI’s work and self-regulation in advertising.

ASCI’s goals include monitoring, administering and promoting standards of advertising practices in India with a view to:

ensuring truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising.
ensuring that advertising is not offensive to generally accepted norms and standards of public decency.
safeguarding against indiscriminate use of advertising for the promotion of products or services which are generally regarded as hazardous to society or to individuals or which are unacceptable to society as a whole.
ensuring that advertisements observe fairness in competition and the canons of generally accepted competitive behaviour.
To codify adopt and from time to time modify the code of advertising practices in India and implement, administer, promote and publicize such a code.

To promote, maintain and uphold fair, sound, ethical and healthy principles and practices of advertising.

To promote a better understanding of the benefits of fair, sound and ethical advertising amongst the practitioners of advertising and in society at large.

To represent, protect, inform and guide members of the company on matters relating to advertising.

To foster and promote cooperation amongst persons or companies engaged and involved in advertising.

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