ASCI, which usually finds itself in the middle of complaints filed by one advertiser against another’s advertising, for a change has a publication as the petitioner and another as the accused. And the cause is an ad that appeared in yet another publication.
Here is the story: In a recent issue of Outlook, Loksatta placed an ad ‘claiming’ that they are leaders in Maharashtra. Lokmat took offence. As per Jwalant Swaroop, “They have carried Mumbai figures, and compared themselves with Mumbai Marathi papers. How can they declare themselves leaders in a state because they are ahead in a city? They are nowhere close to being a leader in Maharashtra. It is definitely an attempt to mislead the audience. What is more, they have been out of ABC for the last few periods.”
The complaint filed with ASCI states, ‘The advertisement is totally misleading & gives the false interpretation,’ it continues, ‘Since we are clear market leader in Maharashtra with a readership of 78.67 lakhs while Loksatta has a readership of only 19.17 lakhs as per NRS 2003.’
ASCI’s decision is awaited. Watch this space to keep yourself updated.