MAM
Report on Hindi News Viewership

ASCI cracks down on false claims in education ads

The education sector saw a sharp rise in institutes making misleading and false claims in their ad

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/11/12/asci.jpg?itok=hl80cgOW

MUMBAI: The Advertising Standards Council of India (ASCI) has cracked down on advertisements from the education sector which made misleading and false claims. During August and September, the regulatory body noticed a sharp rise in advertisements fielded by educational institutes which tried to pass off fake claims and upheld complaints against 101 such ads.   

Claims such as top of their field, ranking no.1, 100 per cent job placements, best institute, 100 per cent passing rate, were the most used red flag terms that violated ASCI’s code. One online learning app claimed to be the best and pioneer of live online classes. Many educational institutions didn’t have substantial data and surveys to support the claims they were making and the Consumer Complaints Council (CCC) of ASCI recommended that these advertisements be declared misleading.

In the health sector, with advertisers are trying to leverage consumers’ fears and insecurities amid the Covid2019 pandemic, ASCI cracked the whip on 59 ads which falsely claimed to cure or prevent the infection. Working together and synergizing efforts with the ministry of AYUSH, ASCI has constantly been working towards eliminating such false claims for consumer protection.

The self-regulatory body also looked into non-healthcare advertisements, wherein a company contended that their paint protected home owners from germs, a clothing company claimed to kill 99 per cent germs, while another professed their fabric was anti-Corona. There was even an instance of a sweet confectioner claiming their sweets could combat COVID 19 and improve the immune system. There was a grocery chain that said they would refund their full grocery bill if their customer tested positive for Covid2019 within 24 hours of shopping at their store. These advertisers were told to modify such claims or withdraw their advertisements.

There were some interesting cases flagged in the finance and investment sector too. ASCI received a unique direct complaint from a consumer regarding a campaign TVC run by a leading loan company. The TVC had people covering their mouth only till their nose with the mask. The CCC concluded that such advertisements misuse the Covid2019 situation and upheld the complaint.

ASCI also upheld misleading ad claims made on various digital platforms like Instagram, Twitter and Facebook. Many such claims were taken up by ASCI suo motu.

Overall, ASCI looked into complaints against 317 advertisements during August-September period, of these 64 were promptly withdrawn by advertisers on the council’s intervention. Of the remaining 253, complaints against 221 advertisements were upheld.

ASCI secretary general  Manisha Kapoor said: “ASCI, is now in its 35th year since inception. COVID-19 related claims as well as misleading education claims continued to dominate the kind of complaints we received at ASCI during this period. The independent consumer complaints council (CCC), which comprises members of civil society as well as industry, jointly view such advertisements and adjudicate. The CCC goes deep into understanding the underlying complaint and the advertiser response and justification before an opinion is given. ASCI’s only goal is to promote responsible advertising which safeguards consumers.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/art.jpg?itok=97A_w_Rd
Art-E MediaTech bags social media mandate for IndiaMART

IndiaMART has awarded its social media mandate to Noida-based full-stack agency, Art-E MediaTech. The partnership will be an essential step for IndiaMART in reinforcing its brand communication with its digital audience in a more strategic and effective manner.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/sri.jpg?itok=0tlq0JOf
upGrad names Srikanth Iyengar as CEO - workforce development for North America & Europe

Edtech major upGrad announced the appointment of Srikanth Iyengar as the CEO of workforce development, effective September 2022.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/rutu.jpg?itok=7T5zPnWE
Guest Article: Is Fem-vertising really working to sell products

It’s an established fact that advertising has a larger role than simply selling products. Advertising mirrors society and also encourages people to embrace change. But this change is only visible in recent times.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/fuji.jpg?itok=qQWeTzs8
Fujifilm Instax launches festive campaign ‘Print your moment’ featuring Milind Soman

Fujifilm India has kickstarted its festive season campaign with celebrity Milind Soman. The campaign, which is currently live across out of home and digital platforms, aims to highlight the timeless significance of printed memories, with the slogan “Print your moment.”.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/mess.jpg?itok=NJvjH2JY
Meesho clocks 87.6 lakh orders on day one of festive season sale

Meesho recorded 87.6 lakh orders on the first day of its festive season event, 'Mega Blockbuster Sale.' This is the highest number of orders recorded by the company on a single day. It reached 80 per cent from day one of the previous year’s sale.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/54.jpg?itok=MliO8E4l
IndoSpace selects Liqvd Asia as its advertising partner

On Saturday, Liqvd Asia onboarded IndoSpace as its advertising partner. The Liqvd Asia Mumbai office won this 360-degree mandate from DDB Mudra, the incumbent agency, following a four-month long pitch journey with large network agencies in the fray, proving Liqvd Asia’s mettle as an idea’s first...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/bhum.jpg?itok=nLcTFOcv
Thums Up’s ‘Stump Cam’ campaign engages consumers

Thums Up, Coca-Cola India’s first billion-dollar homegrown brand, has unveiled a new ‘StumpCam’ campaign, just in time for the ICC T20 Men’s World Cup. This will provide audiences with exclusive access to match footage and content.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/wash.jpg?itok=HhFSCBjG
Panasonic launches #India’sTrulySmartWashingMachine with digital campaign

Panasonic Life Solutions India (PLSIND), a leading diversified technology company launched a new line-up of India’s truly smart washing machines this festive season. Powered by Panasonic’s connected living platform – Miraie.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/flipkart.jpg?itok=8WiCAryz
Flipkart launches sell-back program ahead of the festive season

Flipkart is enabling a "sell-back program" ahead of the festive season. The programme offers a safe and convenient option to sell old phones to network partners. Customers can truly upgrade via the sell-back program by selling their used mobile phones while receiving the right buy-back value in...

MAM Marketing MAM