Business Standard

Advertisers see sense in ASCI's wisdom

Image

Prasad Sangameshwaran Mumbai
Did you always think that advertising could do with a little more... discipline? In recent times, advertisers seem to be moving towards a tigher implementation of norms with the degree of compliance with the decisions by the Advertising Standards Council of India's (ASCI).
 
Even the number of complaints on objectionable advertisements, both from consumers and from the industry, is also on the decline.
 
According to the ASCI, which regulates the code of conduct for advertising communication in India, compliance to its decisions in intra-industry complaints (complaints by companies against ads by competitors) touched an all time high of 93 per cent in 2005-06, up from 83 per cent the previous year.
 
This could further go up when the latest numbers for 2006-07 are released. Already in the period of April-December 2006, for which data is available, compliance in intra-industry complaints is 100 per cent. Even overall compliance is at 79 per cent, which includes complaints from both consumers and industry, is the best in five years.
 
Gualbert I Pereira, secretary general, ASCI, says the main reason for the increase in compliance is that non-members do follow ASCI judgements.
 
Also, the council has acquired more teeth with the amendment made in the Cable Television Networks (Amendment) Rules, 2006 that makes it mandatory for TV ads to follow the ASCI Code.
 
Arvind Sharma, chairman, Indian sub continent, Leo Burnett and member of the board of governors, ASCI attributes other reasons.
 
According to him, the liberalisation of television channels and therefore television advertising over the last decade has led to advertisers testing the limits of decency and mud slinging in their television commercials.
 
In this scenario, in categories ranging from shampoos and detergents to soft drinks, comparative advertising often led to denigration of the rival's brand. This led to a rise in complaints.
 
Now, there seems to be a realisation that such tactice fail to affect consumers.
 
Pereira adds that complaints against false and misleading ads against competitors appear to be on the decline.

 
 

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: May 26 2007 | 12:00 AM IST

Explore News