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The Advertising Standards Council of India .

The Advertising Standards Council of India. Is The Consumer Really King?. Chennai March 16, 2012. ASCI- Powering Self Regulation in Advertising. “Advertising self regulation is a prime example of business self regulation & corporate social responsibility.”

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The Advertising Standards Council of India .

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  1. The Advertising Standards Council of India. Is The Consumer Really King? Chennai March 16, 2012

  2. ASCI- Powering Self Regulation in Advertising “Advertising self regulation is a prime example of business self regulation & corporate social responsibility.” 71 countries across the world have adopted self-regulation for advertising “China in April 2011 taken learning from ASCI India to adopt a self governing institution” The ASCI advertising is built around the theme “Creating Advertising with a Conscience”

  3. Strong Government Support • Support from the I&B Ministry to give teeth to ASCI ASCI ruling binding on advertisers as per I&B Notification 0n Cable TV Act’s • Approached Press Council of India to incorporate ASCI code • Member • “Working Group to propose measures against Misleading Advertisement” formed by the Department of Consumer Affairs (DCA) in 2004/05 “ASCI was conceived as a self regulation body within India’s cultural, commercial and legal frameworks in 1985”

  4. What is Self-Regulation in Advertising?

  5. Principles of the ASCI Codes

  6. The ASCI structure • The Board of Governors appoints a Consumer Complaints Council (CCC) - which is completely independent & lays down its own rules to deliberate & decide on a complaint • CCC currently has 21 Members only 9 from within Industry (representing 4 sections) • 12 from Civil Society at large(eminent doctors, lawyers, scientists, academics, consultants, journalists & consumer/women/children activists) • Independent Secretariat headed by Secretary General • A 16 elected Board of Governors meets once a month to take policy decisions & review working • Each of the 4 sections of industry has 4 members each on the Board CCC decisions are independent of and binding on the ASCI Board • Only ASCI has a complaint adjudication board having majority membership from the Civil Society • Unlike other Self Regulatory Organisations( SRO- Bar , Medical, CA Councils etc.)

  7. Non Industry members of the Consumer Complaints Council

  8. CCC Meetings – Twice a month FTCC – Fast Track Complaints Council National Ad Monitoring Service No. of Print Ads – 2500 per day & 75000 per month No. of TV Ads - 50 per day & 1500 per month

  9. Complaints Redressal ASCI receives on an average 13 complaints per week. “I appreciate the genuine work done by ASCI in this field” PradeepTomar Complainant- Deodorant advertising 100% compliance on TV ads.

  10. Examples of Different Kinds of Misleading Claim Ads

  11. Thank-you!

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