Top Story

e4m_logo.png

Home >> Advertising >> Article

Advertisers need to change their views about ASCI’s role: SK Swamy, ASCI Chairman

13-February-2017
Font Size   16
Advertisers need to change their views about ASCI’s role: SK Swamy, ASCI Chairman

The Supreme Court of India last week acknowledged and recognised The Advertising Standards Council of India (ASCI) for its efforts towards self-regulation in advertising. The Supreme Court, in its judgment, concluded that ASCI’s current regulatory mechanism involving both statutory and self-regulatory system serves as a sufficient media content regulator and needs no interference.

Supreme Court Vindicates ASCI’s role

ASCI has been a playing an advisory role in the advertising industry for three decades now. This advisory role of ASCI has come under attack in the past when advertisers have questioned the true powers of the self-regulatory body.

According to ASCI Chairman, SK Swamy, “Advertisers who have so far challenged ASCI’s role as a self-regulatory body saying we should not be interfering and commenting on their work will now have to modify their view based on the Supreme Court’s direction.” Swamy further said that advertisers now cannot say that ASCI cannot adjudicate on their ads because the highest court in the country has now recognised ASCI’s role.

Explaining that ASCI’s role is not limited to its members alone, Swamy said that ACSI evaluates any complaint from any quarter against anybody. “Therefore if we receive a complaint against an ad from a non-member, our Consumer Complaints Council will look at it and make a decision on it. For such advertisers who felt that ASCI has no business in interfering with them, the Supreme Court judgement comes in handy because this tells the country at large that ASCI’s self-regulation is welcome and sufficient,” he added.

Self-regulation is Desirable and Sufficient

ASCI’s role is limited to self-regulation and the body cannot enforce any of its decisions on advertisers. Despite that Swamy says that the rate of compliance to ASCI’s comments and suggestions is high. “While we may not have a direct legal reach, we are under obligation to report to the government and various organisations with whom we have MoUs, like the Ministry of Information and Broadcasting, The Department of Consumer Affairs, Food Safety and Standards Authority of India, and the Department of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy. These organisations are very keen on taking action on advertisers who do not follow the ASCI code,” Swamy said. As an industry, Swamy said, it is better for advertisers to follow a voluntary self-regulatory model than have someone else impose rules and regulations.

Speaking about the challenges of social media-based promotions, Swamy said that ASCI’s role cannot extend to user generated content. “But if a complaint is made against something that has appeared in social media, ACSI will deliberate on the advertisement and give its decision,” he said.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.