From September 1, the Advertising Standards Council of India (ASCI) will fast track redressal of intra-industry complaints.
In case of disputes among member-companies, the complainant can expect a resolution within seven working days. It now takes four-six weeks to come out with a decision.
According to Bharat Patel, head-marketing committee, ASCI, the time-consuming process acted as a deterrent for companies. “They felt the damage would have been done to the brands while the council came out with a resolution." However, ASCI member-companies such as HUL, Pepsi Foods, Reckitt Benckise and others can now consider this route as an alternative to lengthy and expensive legal battles.
The process would be simple. Both the parties involved in the dispute must present their respective cases before the Fast Track Complaints Council (FTCC). It will comprise of 14 members from the existing 21 of the Consumer Complaints Council. On the completion of the hearing, if the complaint is upheld, the advertiser will have to withdraw the advertisement in question within two working days from notification of the FTCC’s decision.
The decision of the council will not be legally binding. But since companies, while seeking membership of the organisation agree to follow its code, Patel feels they would be compelled to honour the council's opinion.
The procedure will be reviewed by the ASCI board after four to six months from its commencement. Based on the results and experience, the secretary general and FTCC will make recommendations to the board to make appropriate amendments, if any.
