Asci seeks to collaborate with govt on misleading ads

MUMBAI/NEW DELHI: The government has been pressing for a new set of guidelines to check misleading ads. Now ad industry watchdog Asci wants to collaborate with the other stakeholders, including the government, to seek solutions that would make the self-regulatory mechanisms more effective and efficient.

The Advertising Standards Council of India (Asci) said Wednesday it is seeking consultation and collaboration from the Information & Broadcasting Ministry, Food Safety & Standards Authority of India (FSSAI), and the Department of Consumer Affairs (DCA) to support and encourage self regulatory mechanism on advertisement content.

Earlier, the Prime Minister‘s office (PMO) had given a directive to the DCA to frame some guidelines to check misleading advertisements in the print and electronic media. Asci was expectedly irate with the move.
Now, as part of its collaborative effort with the government and civil society, Asci is organising a conference - ‘Strengthening Self Regulation of Advertising Content‘ - in Delhi on 17 November, in which speakers and participants will comprise regulators, legislators, activists and members connected with the advertising profession.

Asci chairman I Venkat said, "It has become necessary to make regulators, legislators, consumer activist organisations and advertising industry members aware of the work ASCI is doing and motivate them to use ASCI‘s services at all possible points to encourage the self regulatory mechanism on advertisements. We have invited Information and Broadcasting Minister Ambika Soni and Minister of State for Consumer Affairs KV Thomas, along with other stakeholders to seek solutions on how to make the self regulatory mechanism of ASCI even more effective and efficient."

Asci vice chairman Arvind Sharma added, "Over years we have conveyed and convinced the government authorities that self regulation is the best way to keep a check on misleading ads. We have always worked in collaboration with the government bodies for the public welfare and will continue to do so".

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