INDIA (ASCI)The Advertising Standards Council of India (ASCI),established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of theinterests of consumers.
ASCI PRINCIPLES• To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertisement.• To ensure that advertisements are not offensive to generally accepted standards of public decency.
Ethics and Standards to be followed in Advertisements: Permission will not be granted where objects are completely or largely religious or political in nature. Advertisements cannot be directed towards any religious or political end, or to gain mileage of any form. Any goods or services that are advertised should not have any defect or deficiencies of any form declared in the Consumer Protection Act 1986. Products should not be portrayed in a way that misleads the public to infer that the item has some special, miraculous or a super natural quality, which is anyways difficult to prove.
Continued…Picture and the audible matter of the advertisement video should not beexcessively loud. Advertisement should not endanger the safety of children or produce anysort of perversion or interest that prompts them to adopt or imitate unhealthypractices. Any type of offensive, indecent, suggestive, vulgar, repulsive themes and/ortreatment must be avoided under all circumstances.Good creative advertisement will always attract people’s attention, but theyshould have meaningful visual content. one shouldn’t have an attitude to playwith people’s sentiments and emotions.
The Drug & Magic Remedies (Objectionable Advertisement) Act 1954 Subject to the provisions of this Act, no person shall take part in the publication of any advertisement relating to a drug if the advertisement contains any matter which:• Directly or indirectly gives a false impression regarding the true character of the drug• Makes a false claim for the drug• Is otherwise false or misleading in any particulars
USA Code of Conduct(AAF)1)TruthfulThe AAF code of ethics emphasizes truth in advertising. Data should exist tosupport the claims made in advertisements. Facts that the consumer needs tomake an informed decision should be included. A testimonial in anadvertisement should come from an individual who is qualified to act as anexpert and the statement should reflect an honest opinion.2) ClearTo conform to the AAF code of ethics, advertising should present the messageclearly. Expressively prohibited is the bait and switch tactic, where a productadvertised is not in stock in order to sell something more expensive.Advertisements should not contain ambiguous or misleading statements andshould clearly state price and available warranties.
3)TastefulAdvertising should not contain material that is in poor taste or holds the potential tooffend the general public.4)Social ResponsibilityAdvertising encompasses a social responsibility to the general public, yet thespecifics of that responsibility are not always clear-cut.
Code of Conduct(AAAA)The American Association of Advertising Agencies (AAAA)developed the Standards of Practice .The Standards ofPractice consist of five points to which all members of theAAAA must follow within their advertisements:1)False or Misleading Advertisement2)Inaccurate Testimonials3)Misleading Price Claims4) Isufficient Claims5)Offensive Material
Pakistan Advertisements code of conduct:-1) Advertisements aired or distributed by a broadcast or cable TV station shall be designed in such a manner that it conforms to the laws of the country and is not offensive to morality, decency and religious sects of the people of Pakistan.
2.No advertisement shall be permitted which-• (a) promotes or supports sedition, anarchy or violence in country;• (b) is against any provisions of the Constitution of Pakistan or any other law for the time• being in force;• (c) tends to incite people to crime, cause disorder or violence or breach of law or glorifies• violence or obscenity in any way;• (d) glorifies adultery, lustful passions or alcoholic drinks or the non-Islamic values;• (e) distorts historical facts, traditions of Pakistan or the person or personality of a national• leader or a state dignitary;• (f) fans racial, sectarian, parochial, regional or class hatred;• (g) promotes social inequality, militates against concepts of human dignity and dignity of• labour.• (h) is directed against sanctity or home, family and marriage;• (i) is wholly or mainly of a religious or political nature;• (j) contains references that are likely to lead the public to infer that the product advertised• or any of its ingredients has some special property or quality which is incapable of• being established;• (k) contains indecent, vulgar, or offensive themes or treatment; or• (l) contains material which is repugnant to ideology of Pakistan or Islamic values.
3) The goods or services advertised shall not suffer from anydefects which are harmful to human health. Misleading claimsabout the goods shall not be made.4) No advertisement which is likely to be seen by children in largenumbers should urge children directly to purchase goods of aparticular brand or ask their parents to do so.5) All advertisements must be clearly distinguishable as such andbe separate from the programmes and should not in any mannertake the form of news or documentary.
A Kelloggs Special K advertisement has been banned in the US for misleading customers about the calorific value of a bowl of cereal. Reason: The cereal, which is said to aid women in losing weight by a caloriescontrolled diet, had apparently not included the milk calories and washence giving women the wrong idea about the number of calories theywere consuming. Why not ban in India?
Special K• Kelloggs Special K is sold in India too, with its TV ad showing a lissome Lara Dutta slimming down with the cereal and keeping her husband intrigued about the new her.• Alan Collaco, secretary general of the ASCI, says, "For an ad to be banned, there has to either be a complaint from a consumer or from a competitor. Many times, the exact ad which is banned outside is not shown in India.
Reebok• The Reebok ad banned in the US was banned in India as well. Collaco says, "There was a TV commercial in January 2011 and the CCC (Consumer Complaint Council of ASCI) concluded that the claims that "wearing Reetone (Reebok) shoes helps you get a better butt and better legs with every step and are proven to tone your hamstrings 28% more" were not substantiated. The ads were misleading and the complaint was upheld.“
Advertisements banned in Pakistan:• Pakistan parliament calls for ban ads with Indian models.• It has been necessitated a forbid on commercials characterizing Indian replicas by a Pakistani parliamentary panel and has recommended that it must be obligatory for feminine newscasters or commentators whose are represented the news channels to cover up their heads with a Dupatta.• The censor board of Pakistan banned films such as: Agent Vinod EkThaTiger and ‘Khiladi 786’