Top Story


Home >> Advertising >> Article

ASCI launches national campaign to combat ‘misleading advertising’

Font Size   16
ASCI launches national campaign to combat ‘misleading advertising’

The Advertising Standard Council of India (ASCI), the apex regulatory body of the advertising industry, has launched a national campaign to uproot the evil of misleading, dishonest and indecent advertisements. Through this movement, ASCI aims to encourage masses and responsible Indian citizens to report any kind of dishonest or misleading advertisements of any advertiser across all categories.

The campaign aims to popularise ASCI’s role as the regulator of advertising in India. Anyone can register a complaint through the telephone number 022-23513982, or via email on, or online through ASCI’s website,

ASCI has a rigorous Advertising Code that has withstood the test of time and a Consumer Complaints Council (CCC) that goes into the merits of every complaint. ASCI seeks to take stringent actions against misleading, dishonest and indecent advertisements. It is noteworthy that rulings made by ASCI have the force of the law behind them as now ASCI’s Advertising Code is part of the Cable TV Act’s ad code. Therefore, any TV ad against whom a complaint has been upheld by ASCI has to either modify or withdraw the offending ad.

Thus, advertisements that are held to be unacceptable by ASCI must be pulled off the electronic media. Consumers are also being encouraged to refer to the ASCI Code for regulation that is available on the website both in English and in Hindi.

Dhananjay Keskar, Chairman of the Board of ASCI, stated, “ASCI firmly believes in the power of the common man, especially women, in India. We believe that to effectively regulate advertisements across India, masses will have to come forward and report misleading and indecent advertisements they come across. So much so that they can even verbally report on advertisement. This is a strong call of appeal to viewers, consumers and masses to become active agents in keeping the advertisements clean and honest.”

ASCI’s campaign consists of print and television advertisements, hoardings, banners and posters. ASCI officials have also started giving lectures and presentations at schools and colleges to introduce the campaign and garner support from the country’s youth.

The creatives for the campaign are bold and talk direct and clear with the consumers. Use of red in the background makes the message tone clear. The message is short, simple and straightforward – “If you think an advertisement is misleading, dishonest or indecent, contact ASCI”. The advertisement then goes on to state its postal address, telephone numbers, website and email ID.

ASCI is a self-regulatory voluntary organisation of the advertising industry. The role and functioning of the ASCI and its Consumer Complaints Council is in dealing with complaints received from consumers and industry, against advertisements that are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

Leading TV channels, newspapers and other media are expected to carry the ads pro bono to show their commitment to the self regulation movement in India.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.