Mumbai: NAMS, the National Advertising Monitoring Service, has tracked down 55 print and TV ads as potentially making misleading/false/unsubstantiated claims. Hence, they were violating chapter 1 of ASCI ad code.
NAMS was set up by ASCI in partnership with TAM on 1 May with a mission of reducing misleading advertisements. It aims at improving the self-regulatory mechanism by speeding up the processes and compliance of its codes for advertising content.
NAMS monitored 40 print and 15 TV commercials in the first month of its launch. According to the advertising regulatory body, this is a huge jump in the first month of proactive monitoring as before NAMS there were only 177 ad complaints in the fiscal year 2011-12. This is as much as 31 per cent of ads to be processed in just one month of what was done in 12 months.
ASCI chairman I Venkat said, "We are enthused with the results shown by NAMS in the first month of the proactively monitoring of ads. Going by the initial results I am confident that NAMS will enhance the ad self regulation redressal process manifold. We now expect to see significant reduction in ads making misleading, false or unsubstantiated claims in the future with start of NAMS and consumers in India will benefit immensely."
As per ASCI‘s agreement with TAM Media Research, AdEx India identifies ads which are in potential violation of Chapter 1 of ASCI code.
AdEx India monitors newly released ads in the auto, banking, financial services and insurance, FMCG (incl. F&B), consumer durables, educational institutions, health care products and services, telecom and real estate sectors. The scope of work covers the tracking of more than 30 Newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all TV Channels across the country in all Indian languages.
Ads seen as those potentially violating Chapter 1 of ASCI Code are forwarded to ASCI on a weekly basis, post which ASCI process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.
