Top Story

e4m_logo.png

Home >> Advertising >> Article

ASCI partners with TAM to strengthen ad monitoring process

18-April-2012
Font Size   16
Share
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.

In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46