The Advertising Standards Council of India (ASCI) was established in 1985 to self-regulate advertising through a code of conduct. The ASCI seeks to ensure advertisements are truthful and honest, not offensive or harmful, and fair in competition. It aims to reduce false, misleading and unfair ads and increase the respectability of advertising. The ASCI and its Consumer Complaints Council examine complaints against advertisements and determine if they violate the code of conduct.

1. THE ADVERTISING
STANDARDS COUNCIL OF
INDIA 1

2. The Advertising Standards Council of India
(ASCI) established in 1985 has adopted a Code
for Self-Regulation in Advertising.
It is a commitment to honest Advertising and to
fair competition in the market-place.
It stands for the protection of the legitimate
interests of consumers and all concerned with
Advertising - Advertisers, Media, Advertising
Agencies and others who help in the creation or
placement of advertisements
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3. It has adopted a Code for Self-Regulation in
Advertising. It is a commitment to honest advertising
and to fair competition in the market-place.
It stands for the protection of the legitimate interests
of consumers and all concerned with advertising –
advertisers, media, advertising agencies and others
who help in the creation or placement of
advertisements.
As the Code becomes increasingly accepted and
observed pro-actively, three things will begin to
happen.
i. Fewer false, misleading claims
ii. Fewer unfair advertisements
iii. Increasing respectability 3

4. As a member of ASCI, one can mould the
course of Self-Regulation and participate in the
protection of healthy, effective advertising.
One can have a say, through the Board of
Governors, in the further development of the
Code and future appointments to the Consumer
Complaints Council (CCC).
Membership of the ASCI (open only to Firms)
entitles one to appoint nominee to discharge
one’s function as a member, including standing
for election to the Board of Governors and
voting at general meetings. 4

5. GOALS
ASCI SEEKS TO ENSURE THAT ADVERTISEMENT CONFIRMS TO ITS
CODE FOR SELF-REGULATION.
ADVERTISEMENTS NEED TO BE:
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Truthful & Honest
Truthful, fair and non-derogatory to
competitors. Advertisements should not be
misleading and plagiarized.
Non-Offensive to public
Within the bounds of generally accepted standards of
public decency and propriety.
Against harmful products/unsafe situations
Not used indiscriminately for the promotion of
products, hazardous or harmful to society or to
individuals particularly minors, to a degree
unacceptable to society at large.
Fair in Competition
Ensure that Advertisements observe fairness in
competition so that the consumer’s need to be informed
on choices in the market place and the canons of
generally accepted competitive behavior in business are

6. OBJECTIVES OF ASCI:
Ensuring the truthfulness and honesty of
representations and claims made through advertising
and safeguarding against misleading advertising.
Ensuring that Advertising is not offensive to generally
accepted norms and standards of public decency.
Safeguarding against the indiscriminate use of
advertising for the promotion of products or services,
which are generally regarded as hazardous to society
or to individuals or which are unacceptable to society
as a whole.
Ensuring that advertisements observe fairness in
competition and the canons of generally accepted
competitive behaviour. 6

7. To codify adopt and from time to time modify
the code of advertising practices in India and
implement, administer and promote and
publicize such a code.
To provide facilities and machinery in the form
of one or more Consumer Complaints Councils
having such composition and with such powers
as may be prescribed from time to time to
examine complaints against advertisements in
terms of the Code of Advertising practices and
report thereon.
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8. To give wide publicity to the Code and
seek adherence to it of as many as
possible of those engaged in advertising.
To print and publish pamphlets, leaflets,
circulars or other literature or material
that may be considered desirable for the
promotion of or carrying out of the
objects of the Company and disseminate it
through any medium of communication.
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9. The Role and Functioning of the ASCI & its
Consumer Complaints Council (CCC)
in dealing with complaints received from
consumers and industry, against ads which 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.
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10. If an ad is to be reviewed for its likely
impact on the sensibilities of individual
viewers of TV, or readers of press
publications, it is required to convey to
the advertiser concerned, the substantial
issues raised in the complaint, in the exact
context of the specific ad, as conveyed by
the perception of the complainant, and to
elicit the appropriate response by way of
comments from the advertiser.
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11. Only then will the CCC of the ASCI,
be in a position to deliberate
meaningfully on the issues
involved, and to arrive at a fair and
objective conclusion, which would
stand the scrutiny of all concerned
with the right to freedom of
expression, and the freedom of
consumers to choose the products
/services made available to them 11

12. The ASCI receives and processes
complaints against ads, from a cross
section of consumers, the general public
and Industry, in the interests of all those
who rely on advertising as a commercial
communication, and this covers
individuals, practitioners in advertising,
advertiser firms, media, ad agencies, and
ancillary services connected with
advertising. As a policy ASCI does not
disclose the identity of the complainant to
the advertiser. 12