ADVERTISING STANDARDS IN INDIA Web Site:  www.altacit.com  ; E mail:  [email_address] DHANYA N. MENON ADVOCATE
ADVERTISEMENTS Public information Market trends Available products/services Various Choice Decision Making Assist in Busin...
WHAT IS ADVERTISEMENT? <ul><li>Commercial speech </li></ul><ul><li>Protection under Article 19(1)(a) </li></ul><ul><li>Rig...
WHY ADVERTISING STANDARDS ? <ul><li>For tracking and stopping the malpractices  carried </li></ul><ul><li>out by advertise...
LEGAL PROVISIONS <ul><li>1 .   Obscene publication or advertisement of a lottery under the Indian Penal Code.     </li></u...
<ul><li>6. Advertisement of magical remedies of diseases and disorders under Drugs and Magical Remedies   (Objectionable A...
ADVERTISING STANDARDS COUNCIL OF INDIA <ul><li>Non statutory Tribunal </li></ul><ul><li>Not-for-profit company: Section 25...
DUTIES <ul><li>Entertains Complaints received from Consumers </li></ul><ul><li>Lacked the force of legal recognition. </li...
<ul><li>Section 6  the Cable Television Networks (Regulation) Act, 1955: </li></ul><ul><li>Prohibits the transmission or  ...
ASCI CODE - OBJECTIVES <ul><li>Control the content of advertisements, not to hamper the sale of products  </li></ul><ul><l...
APPLICABILITY/RESPONSIBILITY <ul><li>Applies to advertisers, advertising agencies and media </li></ul><ul><li>All who comm...
COMPLAINTS <ul><li>Registering a complaint is free of cost </li></ul><ul><li>Decides within a period of 4 to 6 weeks  </li...
PRINCIPLES <ul><li>I. To ensure the truthfulness and honesty of Ads. and to safeguard against misleading advertisements. <...
TRUTHFULNESS <ul><li>Truthful </li></ul><ul><li>All descriptions, claims and comparisons should be capable of substantiati...
<ul><li>Should not: -Contain nothing indecent, vulgar or repulsive </li></ul><ul><li>-Incite people to crime or to promote...
FAIRNESS <ul><li>Advertisements containing comparisons are permitted if: </li></ul><ul><li>-The aspects of comparisons are...
<ul><li>Complaints which are upheld by ASCI </li></ul>
PARLE AGRO PVT LTD (LMN JUICE)  TVC shows - “a dry parched African site where the people (showcased as having no water and...
RELIANCE COMMUNICATIONS LTD  <ul><li>Claim: “unlimited talk time ab  </li></ul><ul><li>kisi bhi network par CDMA plan”.  <...
NESTLE INDIA LTD.(MAGGI KETCHUP) <ul><li>TVC shows - “an obese aged gentleman consuming </li></ul><ul><li>Unhealthy fried ...
COLGATE-PALMOLIVE (INDIA) LTD.  <ul><li>TVC shows - 3 dentists are holding `Colgate Sensitive’ pack and </li></ul><ul><li>...
COCA-COLA INDIA PVT LTD.  <ul><li>TVC shows - “two explorers are captured by a  </li></ul><ul><li>tribe who is, apparently...
<ul><li>Complaints which are not upheld by ASCI </li></ul>
DLF IPL  <ul><li>TVC shows - “a passenger getting down from the train  </li></ul><ul><li>and hurriedly walking away. When ...
Havells India Ltd <ul><li>The TVC runs 'Zindagi main hum sabko paap karna  </li></ul><ul><li>padta hai, kuchh to punya kam...
GlaxosmithKline Consumer Healthcare Ltd  <ul><li>Claim – “23 Vital Nutrients” that helps children to fill their key </li><...
Horlicks  Complan <ul><li>Case was decided by the court instead of ASCI  2008. </li></ul><ul><li>GlaxoSmithKline Consumer ...
<ul><li>-Law regarding disparagement: a trader can puff up his goods in  </li></ul><ul><li>Comparison -cannot denigrate or...
 
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Advertising standards

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Advertising standards

  1. 1. ADVERTISING STANDARDS IN INDIA Web Site: www.altacit.com ; E mail: [email_address] DHANYA N. MENON ADVOCATE
  2. 2. ADVERTISEMENTS Public information Market trends Available products/services Various Choice Decision Making Assist in Business Development
  3. 3. WHAT IS ADVERTISEMENT? <ul><li>Commercial speech </li></ul><ul><li>Protection under Article 19(1)(a) </li></ul><ul><li>Right to Information </li></ul><ul><li>Dissemination of information about the sellers and their products </li></ul><ul><li>A paid-for communication </li></ul><ul><li>Addressed to the Public or a section of it </li></ul><ul><li>To influence the opinions or behaviour of those to whom it is addressed. </li></ul>
  4. 4. WHY ADVERTISING STANDARDS ? <ul><li>For tracking and stopping the malpractices carried </li></ul><ul><li>out by advertisers in order to lure the consumers </li></ul>
  5. 5. LEGAL PROVISIONS <ul><li>1 .   Obscene publication or advertisement of a lottery under the Indian Penal Code.    </li></ul><ul><li>2. Harmful publication under the Young Persons (Harmful Publications) Act, 1956. </li></ul><ul><li>3. The indecent representation of women under the Indecent Representation of Women (Prohibition) Act, 1986. </li></ul><ul><li>4. Use of report of test or analysis for advertising any drug or cosmetic under the Drugs and Cosmetics Act, 1940. </li></ul><ul><li>5. Inviting transplantation of organs under the Transplantation of Human Organs Act, 1994. </li></ul>
  6. 6. <ul><li>6. Advertisement of magical remedies of diseases and disorders under Drugs and Magical Remedies (Objectionable Advertisements) Act, 1954. </li></ul><ul><li>7.  Advertisements relating to prenatal determination of sex under the Prenatal Diagnostic Techniques (Regulation and Prevention of Misuse) Act, 1994. </li></ul><ul><li>8. Advertisements of cigarettes and other tobacco products under the Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003. </li></ul><ul><li>9.  Any political advertisement forty hours prior to polling time under the Representation of People Act, 1951. </li></ul>Contd…
  7. 7. ADVERTISING STANDARDS COUNCIL OF INDIA <ul><li>Non statutory Tribunal </li></ul><ul><li>Not-for-profit company: Section 25 </li></ul><ul><li>Advertising industry: advertisers, advertising agencies, media owners and allied professionals like consumer researchers, processors, film makers. </li></ul><ul><li>Purpose: </li></ul><ul><li>Regulating content of advertising </li></ul><ul><li>Protecting consumer interest </li></ul><ul><li>Ensuring fairness in competition </li></ul>
  8. 8. DUTIES <ul><li>Entertains Complaints received from Consumers </li></ul><ul><li>Lacked the force of legal recognition. </li></ul><ul><li>2006 Notification: TV Commercials should abide by the ASCI </li></ul><ul><li>Code was made compulsory for TV ads. </li></ul><ul><li>“ 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&quot;. </li></ul>
  9. 9. <ul><li>Section 6 the Cable Television Networks (Regulation) Act, 1955: </li></ul><ul><li>Prohibits the transmission or retransmission of any ads </li></ul><ul><li>Through a cable service unless they are in conformity with the </li></ul><ul><li>ASCI Code. </li></ul><ul><li>Rule 7: </li></ul><ul><li>Prohibits any advertisement which derides any race, caste and </li></ul><ul><li>tends to incite people to crime, cause disorder or are indecent </li></ul><ul><li>Or vulgar. </li></ul>Contd…
  10. 10. ASCI CODE - OBJECTIVES <ul><li>Control the content of advertisements, not to hamper the sale of products </li></ul><ul><li>Make truthful and honest representations and claims which is essential to prohibit misleading advertisements; </li></ul><ul><li>Not be offensive to public decency or morality; </li></ul><ul><li>Not promote products which are hazardous or harmful to society or to individuals, particularly minors; and </li></ul><ul><li>Observe fairness in competition keeping in mind consumer’s interests. </li></ul>
  11. 11. APPLICABILITY/RESPONSIBILITY <ul><li>Applies to advertisers, advertising agencies and media </li></ul><ul><li>All who commission create, place or publish any advertisement or assist in the creation or publication of any advertisement. </li></ul><ul><li>Complaints against the advertisements can be made by </li></ul><ul><li>- any person consumers and the general public, and ad. Agencies </li></ul><ul><li>- Government officials, consumer groups </li></ul><ul><li>- Suo Moto Complaints </li></ul>
  12. 12. COMPLAINTS <ul><li>Registering a complaint is free of cost </li></ul><ul><li>Decides within a period of 4 to 6 weeks </li></ul><ul><li>Opportunity of presenting the case. </li></ul><ul><li>Withdraw/Modify </li></ul>
  13. 13. PRINCIPLES <ul><li>I. To ensure the truthfulness and honesty of Ads. and to safeguard against misleading advertisements. </li></ul><ul><li>II. To ensure that advertisements are not offensive to generally accepted standards of public decency. </li></ul><ul><li>III. To safeguard against the indiscriminate use of Ads. </li></ul><ul><li>IV. To ensure that advertisements observe fairness in competition </li></ul>
  14. 14. TRUTHFULNESS <ul><li>Truthful </li></ul><ul><li>All descriptions, claims and comparisons should be capable of substantiation </li></ul><ul><li>Produce substantiation as and when called upon to do so. </li></ul><ul><li>Advertisements shall not, contain any reference to person, firm or institution, without permission. </li></ul><ul><li>Should not distort facts and mislead the consumer </li></ul><ul><li>Should not abuse the trust of consumers or exploit their lack of experience – Claims should not be exaggerated. </li></ul><ul><li>Obvious untruths or exaggerations are permissible </li></ul>
  15. 15. <ul><li>Should not: -Contain nothing indecent, vulgar or repulsive </li></ul><ul><li>-Incite people to crime or to promote disorder and violence </li></ul><ul><li>-Deride any race, caste, colour, creed or </li></ul><ul><li>-Convey the modus operandi of any crime </li></ul><ul><li>-Adversely affects friendly relations with a foreign State </li></ul><ul><li>-Cause physical, mental or moral harm to minors </li></ul><ul><li>-Encourage to enter strange places or to converse with strangers </li></ul><ul><li>-Feature dangerous or hazardous acts which they imitate to do </li></ul><ul><li>-Show minors using or playing with hazardous instruments </li></ul><ul><li>-Feature minors for tobacco or alcohol-based products </li></ul><ul><li>-Propagate banned products </li></ul>Contd…
  16. 16. FAIRNESS <ul><li>Advertisements containing comparisons are permitted if: </li></ul><ul><li>-The aspects of comparisons are clear </li></ul><ul><li>-Is not chosen in such a way as to confer an artificial advantage </li></ul><ul><li>-Are factual, accurate and capable of substantiation </li></ul><ul><li>-No likelihood of the consumer being misled </li></ul><ul><li>-Does not unfairly denigrate, attack or discredit other products </li></ul><ul><li>-Should not make unjustifiable use of the name or initials of any </li></ul><ul><li>-Other firm and its goodwill attached to the trade mark/symbol </li></ul><ul><li>-Shall not be similar to any other advertiser’s earlier run ads </li></ul>
  17. 17. <ul><li>Complaints which are upheld by ASCI </li></ul>
  18. 18. PARLE AGRO PVT LTD (LMN JUICE) TVC shows - “a dry parched African site where the people (showcased as having no water and depicted as stupid) are scrounging for water. The TVC then says, “if you don’t have water, drink LMN juice”. The TVC is in extremely poor taste showing Africannation in a bad light. The voice over, “ if you don’t have water, drink LMN juice”, is ridiculous. TVC has nourished stereotypes about Africans which are blatantly racist . TVC Withdrawn
  19. 19. RELIANCE COMMUNICATIONS LTD <ul><li>Claim: “unlimited talk time ab </li></ul><ul><li>kisi bhi network par CDMA plan”. </li></ul><ul><li>Actually, the unlimited plan had </li></ul><ul><li>limited time Unlimited talk time was </li></ul><ul><li>offered from Reliance to Reliance </li></ul><ul><li>Network only – Thus misleading </li></ul><ul><li>TVC discontinued. Advertiser </li></ul><ul><li>assured that the said claim will </li></ul><ul><li>not be repeated again. </li></ul>
  20. 20. NESTLE INDIA LTD.(MAGGI KETCHUP) <ul><li>TVC shows - “an obese aged gentleman consuming </li></ul><ul><li>Unhealthy fried burger”, and makes a misleading </li></ul><ul><li>claim that “Make India healthy”. </li></ul><ul><li>Creates an impression that by consuming unhealthy </li></ul><ul><li>food India can be made healthy - it is contradictory to healthy </li></ul><ul><li>eating habits And thus misleading. </li></ul><ul><li>TVC discontinued </li></ul>
  21. 21. COLGATE-PALMOLIVE (INDIA) LTD. <ul><li>TVC shows - 3 dentists are holding `Colgate Sensitive’ pack and </li></ul><ul><li>The fourth dentist is holding `other’ toothpaste. </li></ul><ul><li>Claim – “In India 3 out of every 4 dentists recommend Colgate </li></ul><ul><li>Sensitive” – misleading </li></ul><ul><li>Claim - “Colgate Sensitive – immediate relief from pain of </li></ul><ul><li>Sensitive teeth” - false and misleading </li></ul><ul><li>Advertiser provided data supporting their claim regarding </li></ul><ul><li>“ relief from pain for sensitive teeth”. 3 out of 4 dentists </li></ul><ul><li>recommend Colgate sensitive for sensitivity is not misleading. </li></ul><ul><li>Advertiser assured appropriate modification of the TVC. </li></ul>
  22. 22. COCA-COLA INDIA PVT LTD. <ul><li>TVC shows - “two explorers are captured by a </li></ul><ul><li>tribe who is, apparently, cannibals and </li></ul><ul><li>appear, quite distinctly, African. One of Them </li></ul><ul><li>manages to get out of it by bribing them with a </li></ul><ul><li>soft drink bottle”. </li></ul><ul><li>TVC has nourished stereotypes about Africans which are </li></ul><ul><li>blatantly racist. </li></ul><ul><li>TVC withdrawn since July 2010. </li></ul>
  23. 23. <ul><li>Complaints which are not upheld by ASCI </li></ul>
  24. 24. DLF IPL <ul><li>TVC shows - “a passenger getting down from the train </li></ul><ul><li>and hurriedly walking away. When the checker asks him for his ticket. </li></ul><ul><li>He smartly replies that he is going to buy that. After funny arguments </li></ul><ul><li>when the Checker intends to fine him, the passenger answers “take </li></ul><ul><li>this (train) ticket. Yeh kohi ticket hai? Main toh IPL ka ticket kharid </li></ul><ul><li>ne jaa raha hoon”. </li></ul><ul><li>Claim: The words “Yeh kohi ticket hai” which is deliberately </li></ul><ul><li>Correlated with a railway ticket (shows platform/TC etc) Denigrates </li></ul><ul><li>The Indian Railway. Advertisement was done in good humour and </li></ul><ul><li>did not denigrate The Indian Railways. </li></ul>
  25. 25. Havells India Ltd <ul><li>The TVC runs 'Zindagi main hum sabko paap karna </li></ul><ul><li>padta hai, kuchh to punya kama sakte hai, bijli bachake'. The Ad </li></ul><ul><li>Then upholds the energy saving proposition of the brand's CFLs”. </li></ul><ul><li>The Ad is showing the hanging procedure of a human being, </li></ul><ul><li>which is not suitable for viewing by children. Also, the TVC shows </li></ul><ul><li>the `hangman’ in poor light implying he is a murderer. </li></ul><ul><li>TVC does not portray the Hangman in poor light. Also, as the </li></ul><ul><li>actual act of hanging is shown through a shadow, the TVC is </li></ul><ul><li>not likely to offend the sensibilities of children </li></ul>
  26. 26. GlaxosmithKline Consumer Healthcare Ltd <ul><li>Claim – “23 Vital Nutrients” that helps children to fill their key </li></ul><ul><li>nutritional gaps. The use of “23 Vital Nutrients” by the </li></ul><ul><li>Advertiser on their Horlicks pack as well as in their Ads </li></ul><ul><li>amounts to plagiarism. </li></ul><ul><li>Claim was generic and not the intellectually proprietary </li></ul><ul><li>right of the Complainant and hence did not amount to </li></ul><ul><li>plagiarism. </li></ul>
  27. 27. Horlicks Complan <ul><li>Case was decided by the court instead of ASCI 2008. </li></ul><ul><li>GlaxoSmithKline Consumer Healthcare and Heinz India–ads </li></ul><ul><li>directly compared the brands – Both the brands denigrate each </li></ul><ul><li>other brand by calling each others product 'cheap‘-There were </li></ul><ul><li>three suits-legal and ethical issues involved in comparative </li></ul><ul><li>advertisement. </li></ul><ul><li>The first suit pertains to two advertisements by Complan (Heinz) </li></ul><ul><li>The second suit pertains to a print advertisement in leading </li></ul><ul><li>newspapers comparing ingredients of Complan & Horlicks </li></ul><ul><li>Third suit was filed by Complan (Heinz) against Horlicks. </li></ul>
  28. 28. <ul><li>-Law regarding disparagement: a trader can puff up his goods in </li></ul><ul><li>Comparison -cannot denigrate or disparage the competitor’s goods </li></ul><ul><li>-The two advertisements in the first suits as disparaging and beyond the </li></ul><ul><li>realm of permissible Puffing - word ‘cheap’ & ‘compromise’ would harm </li></ul><ul><li>the reputation of Horlicks. </li></ul><ul><li>-The advertisements in the second suit were held to be in the realm of </li></ul><ul><li>puffing as they seem to be based on some scientific report-decision </li></ul><ul><li>can be based on trial. </li></ul><ul><li>-The advertisements in the third suit were held to be in the realm of </li></ul><ul><li>puffing. </li></ul><ul><li>-Advertisers should be more carefully when creating comparative ads </li></ul><ul><li>for TV </li></ul>

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