It was in August 2006 that the I&B Ministry had amended the Cable Television Networks Rules 1994, and substituted its sub-rule 9 of rule 7, pertaining of the Advertising Code, to state that “No advertisement which violates the Code for Self-Regulation in advertising, as adopted by the Advertising Standards Council of India (ASCI), Mumbai, for public exhibition in India, from time to time, shall be carried in the cable service”.
The Ministry, however, is of the opinion that some of the advertisements being carried in the cable service are not in conformity with the said Code of self-regulation of ASCI. In the wake of this, the Ministry has issued a circular reminding that the ASCI code is legally binding and has to be complied with.
This circular, a copy of which is available with exchange4media, stated, “It is advised to ensure that the advertisements being or to be carried in the cable service should comply with the Code of Self-regulation of ASCI, which is now a part of the Advertising Code, prescribed in the Cable Televisions Networks Rules, 1994. Advice of ASCI may also be sought in case of doubt of any interpretation of the Code for Self-regulation.”
This circular has been issued by Prawin Kumar, Director, Broadcasting Content, I&B Ministry, and has been sent to all television channels, including Doordarshan, Indian Broadcasting Foundation, multi-service operators and DTH service providers, and to ASCI as well.