ADVERTISING STANDARS

COUNCIL OF INDIA(ASCI)
AND ITS CODE OF CONDUCT
 WHAT IS ADVERTISING ?

AN ADVERTISEMENT IS
DEFINED AS A PAID -
FOR COMMUNICATION,
ADDRESSED TO THE
PUBLIC,THE PURPOSE
OF WHICH IS TO
INFLUENCE THE
OPINIONS OR
BEHAVIOUR OF THOSE
TO WHOM IT IS
ADDRESSED…
• ASCI IS A SELF REGULATORY VOLUNTARY
ORGANIZATION OF THE ADVERTISING
INDUSTRY. IT IS NON GOVERNMENT BODY.
• THE COUNCIL HAS FORMULATED A CODE BY
WHICH ADVERTISERS REGULATE THEMSELVES
BECAUSE THE COUNCIL BELIEVES THAT ALL
ADVERTISING MUST BE RESPONSIBLE,& TO
THE BENEFITS OF ALL PARTIES CONCERNED.
SPECIALLY THE CONSUMERS…
WHAT TYPE OF COMPANY IS ASCI &
WHO ARE ITS BOARD OF MEMBERS?
 ASCI IS REGISTERED IN OCT 1985 AS A NOT-FOR-
PROFIT COMPANY UNDER SECTION 25 OF THE
INDIAN COS.ACT.
 THE COUNCIL IS MANAGED BY A BOARD OF
GOVERNORS CONSISTING OF 16 ELECTED
MEMBERS,CONSTITUTED AS FOLLOWS:
1. FOUR EACH FROM ADVERTISERS(143)
2. FROM AD AGENCIES(89)
3. FROM MEDIA(49)
4. OTHER FROM ALLIED PROFESSIONS(32).

THE CHAIRMAN OF ASCI IS Mr.RAJIV DUBE.

• THE ANOTHER BODY COMES UNDER ASCI IS
CONSUMER COMPLAINTS COUNCIL(CCC) (21
MEMBERS) WHICH IS APPOINT BY BOARD OF
GOVERNORS AND IT HAS 12 NON-
ADVERTISING PROFESSIONALS
REPRESENTING CIVIL SOCIETY,WHO ARE
EMINENT & RECOGNISED OPINION LEADERS
IN THEIR RESPECTIVE DISCIPLINES SUCH AS
MEDICAL,LEGAL,ENGINEERING, CHEMICALS
TECHNOLOGY AND 9 ARE ADVERTISING
PRACTITIONERS FROM THEIR MEMBER FIRMS.
 THE MAIN OBJECTIVES OF ASCI
 ENSURING THE TRUTHFULNESS & HONESTY OF
REPRESENTATIONS & CLAIMS MADE THROUGH
ADVERTISING AND SAFEGUARDING AGAINST
MISLEADING ADVERTISING…..
 ENSURING THAT ADVERTISING IS NOT OFFENSIVE TO
GENERALLY ACCEPTED NORMS AND STANDARDS OF
PUBLIC DECENCY…
 SAFEGUARDING AGAINST THE INDISCRIMINATE USE OF
ADVERTISING FOR THE PROMOTION OF PRODUCTS OR
SERVICES WHICH ARE GENERALLY REGARDED AS
HAZARDOUS TO SOCIETY OR TO INDIVIDUALS OR WHICH
ARE UNACCEPTABLE TO SOCIETY AS A WHOLE..
 ENSURING THAT ADVERTISEMENTS OBSERVE FAIRNESS
IN COMPETITION AND THE CANONS OF GENERALLY
ACCEPTED COMPETITIVE BEHAVIOUR….
 ROLE AND FUNCTION OF ASCI
THE ROLE & FUNCTION OF THE ASCI & ITS
CONSUMER COMPLAINTS COUNCIL IN
DEALING WITH COMPLAINTS RECEIVED
FROM CONSUMERS & INDUSTRY,
AGAINST ADS WHICH ARE CONSIDERED
AS
FALSE,MISLEADING,INDECENT,ILLEGAL,
OR UNFAIR TO COMPETITION IN
CONTRAVENTION OF THE ASCI CODE IN
ADVERTISING.
PROCESSING A CONSUMER COMPLAINT
COMPLAINT FORM
 METHODS TO COMPLAIN
General

Write to - Mr. Alan

 DOWNLOAD THE Collaco, Secretary
FORM OR ONLINE General
COMPLAINT FORM The Advertising
Standards Council of
 SEND COMPLAINT India,
BY E-MAIL WITH 219, Bombay Market,
THE HARD COPY OF 78 Tardeo Road,
COMPLAINT OR BY Mumbai 400 034
POST Tel: (022)
23521066/23516863,
Fax: 23516863,
E-mail: asci@vsnl.com 78 Tar
SOME ADS BANNED BY ASCI

BANN
E D
 NE D
BAN
ASCI TIME -TO- TIME AWARE THE PEOPLE
THROUGH GIVE ADS IN MEDIA EITHER ITS
PRINT OR IN ELECTRONIC MEDIA
 CONCLUSION

ASCI WORKS FOR THE CONSUMERS AND

ADVERTISERS IF THEY FEEL THAT ANY AD IN
NEWSPAPERS,MAGAZINES BUT ALSO IN
CINEMA,OVER THE RADIO,ON THE TELEVISION,ON
HOARDINGS & POSTERS AND IN SHOPS IS
OFFENDING,MISLEADING THEM…..