MUMBAI: Observing the National Consumers Day on 24 December, Advertising Standards Council of India (ASCI) has launched the initiative ‘Swachh Ads Abhiyan’.

With the purpose of combating misleading advertisements, the Department of Consumers Affairs proposed ASCI to come up with an initiative to create awareness amongst consumers to take action against misleading content. The campaign was initiated across various social platforms like Facebook, Twitter, LinkedIn and YouTube.  Engaging with the consumers and making them aware of what advertisements lead to misleading content and consumer’s right to complain against any such advertisements.

ASCI chairman Narendra Ambwani said, “‘Swachh Ads Abhiyan’ is yet another initiative by ASCI to combat the issue of misleading advertisements and create awareness for the consumers on National Consumers Day. It’s really important that the consumers don’t blindly believe in advertisements and understand unethical and misleading claims. ASCI engaged with consumers through social media, which have massively driven consumer attention towards the campaign. We hope this initiative from ASCI will empower and are encouraging consumers to make the right decisions.”

ASCI’s Consumer Complaints Council member Sucheta Dalal stated, “As a member of the consumer complaints committee (CCC) I have seen the big leap in ASCI’s effort to track misleading advertisements across different media and languages on a nationwide basis. ASCI has also made it easy to file and track complaints online or engage with it through social media. All we need now is better consumer awareness and action by concerned citizens to keep ASCI on its toes by filing complaints and making themselves heard on the evolving issue of misleading advertisements.”