The Advertising Standards Council of India, (ASCI) has upheld CNBC-TV18’s complaints against the advertising campaign released by ET NOW news channel on May 31. ASCI has advised ET NOW to withdraw or modify appropriately the said ads by June 22, 2015.
Their campaign, launched on May 31, 2015, was declared to be based on BARC data and their ‘internal data’. In its ruling, ASCI made the following observations:
On ET NOW’s claim - “India’s No. 1 Business Channel.”
ASCI has upheld the complaint against this claim. Firstly, the data provided by the Advertiser is for leadership among English Business channels only and it does not consider the other regional business channels. Hence it was concluded that this declaration is misleading by omission on the advertiser’s part and contravenes Chapter I.4 of the ASCI Code.
Secondly, the source quoted is of BARC covers only two weeks of data. It refers to TV audience in the 10 to 75 lakh town class and this does not constitute the whole of India and this contravened Chapters IV.1 (b) & (d) of the ASCI Code.
On ET NOW’s claim – “Built on Expertise. Monthly Positive Stock Calls: ET Now – 1044 CNBC TV18 -326”
ASCI has upheld the complaint against this claim. The proprietary data source quoted for the claim, “Monthly Positive Stock Calls: ET Now – 1044 CNBC TV18 -326” was “Research – Consult Kraft | Period: Nov ’14 to Apr ’15 | Based on Avg. Monthly Positive Stocks recommendations All Market Days, 7:30 am to 3:30 pm. This data period does not overlap with the viewership data period referred to in the advertisement. The data provided therefore, was likely to mislead by implication and ambiguity and this contravenes Chapter I.4 of the ASCI Code.
On ET NOW’s claim – “Built on Speed. 6 out of 10 Business Stories Break on ET Now”
ASCI has upheld the complaint against this claim. This claim was not substantiated with evidence to prove that the Advertiser was indeed able to break more stories / break stories faster than others and was therefore misleading. This contravened Chapters I.1 and I.4 of the ASCI Code.