The Indian Broadcasting Foundation (IBF), in conjunction with the Advertising Agencies Association of India (AAAI), has put an embargo on three advertising agencies – HTA, Fulcrum and McCann-Erickson – for non payment of dues to television channels. According to IBF estimate the total outstanding by advertising agencies to TV channels is Rs 600 crores.
Member channels of IBF, including Sony, Star, Zee, Aaj Tak, Eenadu and Doordarshan will not air any television commercial released by these agencies. The move to ban commercials will effect companies like Hindustan Lever Limited, Pepsi Foods Limited, Nestle India, Reckitt Benkiser, Madura Garments etc.
The joint working committee of IBF and AAI had sent letters to the defaulting agencies on September 1, asking them to settle their dues by September 15.
Aaj Tak has already taken the lead and suspended broadcast of commercials booked by these agencies; others like Star India and Sony are in the process of doing so.