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ASCI partners with TAM to strengthen ad monitoring process

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ASCI partners with TAM to strengthen ad monitoring process

Advertising Standards Council of India (ASCI), India’s apex self regulatory voluntary body on ad content, has partnered with TAM Media Research to strengthen the process of reducing misleading advertisements that harm the interests of consumers. This initiative has led to the creation of National Advertising Monitoring Service (NAMS).

According to I Venkat, Chairman, ASCI, NAMS is an initiative that will create a paradigm shift in self regulation in Indian advertising. It will also create a benchmark for other countries as such an initiative has never been attempted anywhere in the world.

Commenting on the partnership, Venkat further added, “TAM’s ADEX India was the obvious option to handle such a large responsibility. It brought in requisite infrastructure, integrity and quality. NAMS will strengthen the ad self regulation redressal process manifold as it will help proactively monitor wider numbers of ads. This will be in the best interest of Indian consumers as it will significantly reduce the release of misleading advertising in India.”

ADEX India, the central advertising monitoring and analysis hub for the Indian advertising industry for the last four decades, will track and monitor roughly 350 TV and 10860 newspaper newly introduced ads per week.

“Apart from media measurement, we have been playing a silent yet central role in media (advertising) monitoring and analytics as well. Our partnership with ASCI is yet another re-iteration of the neutral role we play within the Indian advertising landscape,” said LV Krishnan, CEO, TAM Media Research.

As per ASCI’s agreement with TAM Media Research, ADEX India will monitor ads in the auto, banking, financial services and insurance, FMCG (including food and beverage), consumer durables, educational institutions, health care products and services, telecom and real estate sectors. The scope of work will cover the tracking of more than 30 newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all television channels across the country in all Indian languages.

Ads seen as those potentially violating Chapter 1 of ASCI Code will then be forwarded to ASCI on a weekly basis, post which ASCI would process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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