MAM

ASCI releases guidelines on award referencing in ads

Awards and rankings claimed in advertising to be only from credible and independent bodies.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/20/asciii.jpg?itok=4GD4wO3I

MUMBAI: The Advertisement Standards Council of India (ASCI) has introduced guidelines for usage of awards/rankings in advertisements effective 1 February 2020.

According to a press release, “Consumers are sometimes misled into believing that an award or ranking which is given to a brand, product, institute or service makes it superior and /or more authentic.”

To ensure that their claims are not misleading, the guidelines will lend assistance to advertisers for the appropriate usage of reference to awards or rankings in advertising, the release said.

It will also assist the advertiser to understand the rigour required for claim substantiation and pitfalls to avoid so that their claims pass the muster with ASCI’s Consumer Complaints Council (CCC).

The council urged brands and services to ensure that the accrediting bodies involved in disseminating or presenting awards or rankings are authentic and credible to validate their claims in advertisements.

Moreover, the guidelines are also applicable to all advertisers and would particularly be relevant for healthcare services and the educational sector which tends to use such superiority or leadership claims.

In this regard, ASCI chairman Rohit Gupta said, “Claims such as ranking first in the state or in India, receiving an award for being the most trusted or award of excellence, listed in some book of world records etc. makes consumers believe that the product/service is recognized and trustworthy, whereas in some cases this may not be true.”

He added, “The guidelines are a step towards ensuring that advertisers are cognizant of the serious impact of deceptive advertising and hence make responsible claims when referring to awards and rankings in their advertisements.”

The council said, prospective students and parents easily fall prey to awards/ranking claims by institutes and coaching classes as they rely blindly on such claims. It added that a wrong choice directly impacts the quality of education and the future of children and has a financial implication.

Citing an example of the health services sector, the council said, misleading claims about rankings and awards lure patients in choosing the service provider and could hamper patient health, quality of care received and result in financial losses.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/24/cald.jpg?itok=CVGn9cGI
Mondelez India, Ogilvy India say thank you through limited-edition Cadbury Dairy Milk bars

MUMBAI: Mondelez India, in partnership with Ogilvy India, recently introduced a limited-edition Cadbury Dairy Milk ‘thank you’ bar by giving up the Cadbury Dairy Milk logo on the pack, in recognition of the generous spirit of the country’s unsung heroes during these difficult times. Cadbury Dairy...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/24/t.jpg?itok=IxF-d31o
Advertising agencies should recalibrate around Covid2019

As Covid2019 continues to sweep through the world, global ad spending is also sliding southwards. With major events being cancelled and slowdown in demands for lifestyle and consumer brands, marketing budgets are being slashed and advertisers are trying to find a silver lining among the gloomy...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/24/kaku.jpg?itok=fHF8wLZR
Create value wherever life places you: Madison’s Vanita Keswani

During lockdown, we may not be living life like monks, but we are certainly living under restrictions. For us, the lack of hustle and bustle is quite unsettling. We’re so accustomed to this fast-paced life that when it ceases, we may feel anxious and uneasy.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/23/mawana.jpg?itok=YjPaLvtz
Mawana Foods partners with Vikas Khanna for #EidFeast2020 in Mumbai

Mawana Foods Private Ltd. (Mawana Foods) collaborated with Chef Vikas Khanna to ensure that Eid was a sweet celebration in over 5000 homes across Mumbai. With the country in the grip of the Covid19 pandemic lockdown, Mawana Foods wanted to go that extra mile to help raise the festive spirit in the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/23/eid.jpg?itok=CT4dW3Gc
Parle weaves threads of empathy, prayer and charity with new digital film

In an effort to celebrate solidarity and hope, Parle Products, India’s leading biscuits, confectionery & snacks & bakery manufacturer, has kicked off #EkBadiDua Ramzan campaign digitally during the holiest month in Islam to engage with Muslim audiences.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/22/softotch.jpg?itok=4-VF653a
Wipro Consumer Care and Lighting launches Softouch Anti Germ Fabric Conditioner

Wipro Consumer Care and Lighting today launched the Wipro Softouch Anti Germ Fabric Conditioner with 99% anti germ formula. A first-of-its-kind in the fabric conditioner category, Wipro Softouch Anti Germ Fabric conditioner is packed with a unique formulation that helps in removing germs,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/22/kingfisher.jpg?itok=hFunLlYO
Divided by screens, united by Kingfisher

MUMBAI: Times are grim, spirits are low, there isn’t much to celebrate. In the current scenario; it isn’t possible for people to meet in person. Technology is being harnessed to stay connected, with friends and colleagues. Kingfisher, the brand that is all about bringing people together and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/22/moneycontrol.jpg?itok=CMjyWGcU
Moneycontrol hosts some of the biggest minds across globe to discuss the aftereffects of COVID-19 in India’s largest Virtual Summit

As the world combats the COVID-19 pandemic; industries, and organizations have come to an uncertain operational halt. Taking primacy across the professional world, moneycontrol, India’s leading business and finance platform in association with Salesforce, introduced India’s maiden large-scale...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/22/Parle.jpg?itok=c6sgTVja
How Parle G tackled distribution challenges during lockdown

MUMBAI: Distributing food supplies during a pandemic can be very challenging. While the central government has exempted biscuit manufacturers from the restrictions of the lockdown, Parle G was facing issues in some parts of the country as local authorities have not allowed transport of raw...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required