With the government pressing for a new set of guidelines to
check misleading ads, Asci, Indias advertising industry
watchdog, has swung into action.
Advertising Standards Council of India said Tuesday it is
partnering with TAM Media Research to monitor misleading ads,
a move aimed at improving the self-regulatory mechanism by
speeding up the processes and compliance of its codes for
newly created body, National Advertising Monitoring Service
(NAMS), will come into effect from 1 May.
division, AdEx, will check around 350 TV and 10860 newspaper
ads per week.
up in Baroda, NAMS will track and assess the ads for compliance
with Asci's code related to unsubstantiated, misleading or
false claims. The need arises even as the number of complaints
received by Asci has increased to around 3,000 in 2011-'12,
up from 800 a year ago.