NEW DELHI: The Department of Consumer Affairs is studying the possibility of framing some guidelines to check misleading advertisements in the print and electronic media, following a directive from the Prime Minister’s office.

The Advertising Standards Council of India (ASCI) is expectedly irate, and a Delhi-based member said the Council would raise the issue with the Ministry.

An ASCI delegation is expected to meet senior officials in the government early next week, and it is also expected that this delegation will press for all matters relating to the media to be dealt with only through the Information and Broadcasting Ministry.

Taking objection to advertisements that make promises for checking falling hair, obesity and skin conditions, the PMO has directed the Consumer Affairs Ministry to work on the existing Advertising Code and suggest changes.

The government may also consider setting up a regulator to enforce the guidelines, though I& B Ministry sources said they would press for this issue to come under self-regulation.

PMO sources said the matter was discussed at a recent review, particularly in view of the messaging on mobiles.

There are laws to deal with consumer issues and courts that specifically address complaints, but a guide will make it clear to the buyer and seller about a legitimate advertisement and a doubtful appeal seeking to exploit human fears, insecurity and suffering.