Within a month of its launch, ASCI’s National Advertising Monitoring Service (NAMS) has identified 55 print and TV ads as potentially making misleading/false/unsubstantiated claims and thereby violating Chapter 1 of ASCI ad code.
Launched with a mission to reduce misleading ads in partnership with AdEx division of TAM, NAMS has already monitored 40 print and 15 TVCs during May, the first month of proactive monitoring, which clearly displays a huge jump. This works out to 31 per cent of ads processed in just one month, as against 177 ads during the entire fiscal (2011-12), before NAMS was formed.
I Venkat, Chairman, ASCI is enthused with the results shown by NAMS in the first month of proactively monitoring ads. “Going by the initial results, I am confident that NAMS will enhance the ad self-regulation redressal process manifold. We now expect to see significant reduction in ads making misleading, false or unsubstantiated claims in the future. With the existence of NAMS, consumers in India will benefit immensely,” he said.
As per ASCI’s agreement with TAM Media Research, AdEx India identifies ads which are in potential violation of Chapter 1 of ASCI code. AdEx India monitors newly released ads in the Auto, Banking, Financial Services and Insurance, FMCG (incl. F&B), Consumer Durables, Educational Institutions, Health Care Products and Services, Telecom, and Real Estate sectors.
The scope of work covers the tracking of more than 30 newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all TV channels across the country in all Indian languages. Ads seen as those potentially violating Chapter 1 of ASCI Code are forwarded to ASCI on a weekly basis, after which ASCI processes them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.