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ASCI launches e-learning programme on responsible advertising

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MUMBAI: In keeping with ASCI chairman Narendra Ambwani’s 2015 vision of ‘Self-discipline by creators of advertising’, the Advertising Standard Council of India (ASCI) has launched an e-learning training programme for advertisers and communication professionals, at a nominal price.

“We at ASCI are happy to launch this e-learning programme, which has culminated as a result of hard work put in by our team over several months. It is a proactive approach that would enable the creators of advertising to get their advertisements “Right the first time.” There is a direct and tangible business benefit associated with it, as a trained individual would be able to avoid costly reworks of modifying or pulling down of advertisement by adhering to simple dos and don’ts set out in the code,” said Ambwani.

ASCI’s e-learning will offer its modules to all members; non-members, students and other interested individuals. This e-learning programme would be especially useful for students aspiring to make a career in advertising and marketing communication, legal and regulatory professionals by adding a feather in their CV with this additional qualification. ASCI is also offering special discounts to educational institutes. Prominent personalities from the field of advertising like Piyush Pandey, R. Balki and Sam Balsara have participated and lent their support to the e-learning modules.

The e-learning course is designed in several modules, which the users can complete at their own pace within a six month window. Each of these modules consists of engaging multimedia content followed by a quiz.

· Introduction to ASCI (one module)- Advertising Self-regulation and ASCI

· ASCI advertising Codes (four modules)- Truthful and honest representation, non-offensive to public, against harmful products/situations and fair in competition

· ASCI category guidelines (four modules)- Brand Extension, Food and Beverages, Educational Institutions and Automotive vehicles

· ASCI processes (four modules)- Supers, Complaints Registrations and Monitoring, Complaint processing and ASCI Membership

On successful completion, the user is awarded with a certificate.

Being an online platform, the programme will be accessible to everyone from anywhere at any time.

Yahoo India Advertising Operations director Vishwas Govindarajan became the first industry professional to enroll for the e-learning programme and bagged the ASCI e-learning certificate.

“This is the era of digital technology where advertising bombards every available space. In such an extremely versatile and dynamic medium, self-regulation plays a vital role. If the ad content falls below the regulatory standard set for advertising, it may result in irreparable damage, both to the brand and the company. ASCI e-learning programme is a “Must have” tool for every advertising professional,” said Govindarajan.

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