Since its inception in May 2012, the National Advertising Monitoring Service (NAMS) of Advertising Standards Council of India (ASCI) has been successful in doubling the number of misleading ads that have been registered with the Consumer Complaints Council (CCC) in the first six months of the year.
In relative terms, the number of ads against which complaints have been upheld has jumped significantly from 177 over full year last year to 205 within a short span of six months for the period in the current year (May to October 2012). NAMS has been instrumental in rigorously tracking most of the advertisements being released across print and television.
Commenting on this achievement, ASCI’s Chairman, Arvind Sharma, said, “This is a commendable milestone for the National Advertising Monitoring Service initiative introduced by ASCI, as we have been successful in doubling the number of misleading ads tracked within a very short period. NAMS is equipped to closely scrutinise a wide range of ads, thus preventing the exposure of misleading communication. We are confident that the NAMS initiative will go a long way in not just helping the ad self-regulation redressal process manifold, but also in safeguarding the interest of Indian consumers.”
October 2012 CCC decisions by ASCI
During October 2012, the CCC upheld complaints against 16 out of 23 advertisements. There has been a notable rise in the education sector ad complaints being upheld. During the same period, companies in the healthcare, personal care and insurance space were also seen to be releasing ads that make misleading claims.
During the month of October, the CCC received complaints against seven additional advertisements. The complaints were received against the advertisements of Preethi Kitchen Appliances’ Preethi Mixer Grinders, Modi Naturals’ Oleev Active Oil, Okaya Power’s Nasaka Xtra Pure Water Purifier, Nails Arina, Om Sai Ayurved India, Cadbury Dairy Milk, and Johnson & Johnson’s Listerine Mouthwash. However, as these advertisements did not contravene ASCI’s codes or guidelines, and the complaints were not upheld.