Govt intent on code to discipline advertisers

NEW DELHI: The government appears to be heading for a confrontation with the advertising fraternity following the insistence of the Consumer Affairs Ministry to draw up a Code with penal powers to deal with the issue of misleading advertisements.

The Ministry is already holding discussions with the core Ministry - Information and Broadcasting - and with the Health Ministry in this connection.


The Advertising Standards Council of India (Asci) has already met officials in the I&B Ministry to point out that it has a comprehensive Code in this regard being enforced on a self-regulation basis.

The I&B Ministry is understood to have said that the steps taken by it are adequate and the Consumer Affairs Ministry should ensure that its nominee also takes part in the meetings of the inter-ministerial committee which normally goes into such complaints.

Asci sources told today that it had apprised the Consumer Affairs Ministry of the work being done by it for 26 years and the fact that the I&B Ministry had been appreciative of their work. The sources also said Consumer Affairs Minister KV Thomas was assured that the Asci could work in cooperation with his Ministry, and could receive complaints from this Ministry in the manner it was already doing from the I&B Ministry.


But Thomas told representatives of Asci who met him recently that this was not enough and he wanted a legal regulatory system.

Officials of the Consumer Affairs Ministry told the Asci that the framework would be meant to only deal with "unscrupulous manufacturers" as they only resort to "dubious advertisements".

The Ministry had got into action following a directive from the Prime Minister‘s office after Manmohan Singh received several complaints of exaggerated product claims especially in ads touting anti-ageing creams, fairness creams, weight-loss programmes, and of vitamins or dietary supplements that may even harm consumers.

Latest Reads
Essence hires Sonali Malaviya as VP - client partner

Essence, a data-driven global agency and a part of GroupM, has announced the appointment of Sonali Malaviya as the vice president - client partner. She will be reporting to Anand Chakravarthy, managing director, Essence India and will lead the Google relationship, based in the Gurgaon office.

MAM Marketing MAM
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories