Ads found ‘violative’ by the Advertising Standards Council of India (ASCI) will be soon not seen on television as the Ministry of Information and Broadcasting (MIB) has asked TV channels not to carry such ads.
The MIB pointed out that non-compliance of ASCI’s code of self regulation was a violation of Rule 7 (9) of the Advertising Code contained in the Cable Television Network Rules (1994). Rule 7 states that ‘no advertisement which violates the code of self regulation in advertising, as adopted by ASCI for public exhibition in India, from time to time, shall be carried in the cable service’. Thus, not just advertisers, but TV channels also have to comply by ASCI’s decisions.
Any violation of ASCI rules implies violation of the advertising code enshrined in the CTN Act 1995 and rules 1994.
This apart, an Inter-Ministerial Committee (IMC) observed that ASCI has pointed to possible violation of the Provision of Drug and Magic Remedies (Objectionable Advertisements) Act 1954 and rules 1955. Following this, TV channels have been asked to not telecast such ads. MIB has already accepted this recommendation.
Some of the product categories that have ads found to violate ASCI’s Advertising Code include:
Skin Fairness Creams: Fair Look Cream, Fairpro, Ayurvedic Roopamri, Celebrity Lift, GLO Intense Brightening System.
Yantra/ Black Magic: Rashi Ratan Topaz Ring, Chole Wale Hanuman Ji, Maha Dhan Lakshmi Yantram, and Shubh Dhan Varsha, among others.
Magical Cure of Ailments: Dettol (TVC that states ‘Protects from 100 germs), Amritras, Sandhi Sudha Oil, and Musli Power X-Tra, among others.
Some other product categories include Mileage Plus, Hair Growth, Slimming/ Weight Loss, Anti-Addiction, besides the Yes I Can (Lal Kitab Amrit) ad, which has been found to be misleading by gross exaggeration.