In the period Apr-Sep 2023, there was a 34 pc increase in complaints (4491) processed by the Advertising Standards Council of India, and a 27 pc rise in the number of ads processed (3501). This data was released as part of ASCI’s half-yearly complaints report for the period April to September 2023.
Of the 3,501 ads processed, 564 (16 pc) were flagged as potential direct violations of the law, up 22 pc on year. In all, 35 pc of the ads processed were not contested and promptly withdrawn or modified. A further 47 pc of ads were found violative of the ASCI Code and were recommended to be withdrawn or modified. Only 2 pc of complaints were dismissed.
Digital media remained the primary source of violations at 79 pc, followed by print media and television, which made up 17 pc and 3 pc, respectively, while other mediums accounted for 2 pc of the reported violations.
Consumer complaints comprised 21.3 pc of the total complaints, indicating public engagement in upholding advertising standards. A total of 75.4 pc of complaints were
initiated suo-motu by ASCI.
Key findings from the report:
- 79 pc of problematic ads were found online, highlighting the challenges in the digital advertising world.
- 98 pc of overall ads processed required some form of modification.
- In the digital advertising sphere, influencers contributed to 22 pc of total ads complained against, and 99.4 pc of advertisements processed for influencer guidelines were found to be in violation.
- ASCI received compliance with recommendations in 92 pc of influencer cases taken up as against 86 pc in previous years.
- Healthcare was the most violative sector, constituting 21 pc of all ads processed.
- ASCI observed a rise in ads directly violating the Drug and Magic Remedies Act of 1954, leading to issuance of intimations to advertisers.
- ASCI referred 565 advertisements to the Ministry of AYUSH in just six months, compared with 464 ads referred last year.
Manisha Kapoor, CEO and Secretary-General, ASCI, said, “ASCI remains committed to addressing the challenges posed by digital advertising. All stakeholders need to come together to tackle the issue of online safety of consumers given that they spend high amounts of time there, and where there is a proliferation of objectionable advertising. Our constant vigilance of the online space helps call out the advertisements and brands that violate the ASCI code requiring ads to be truthful, decent and safe. We hope that the various sectors recognise the breaches and commit to more responsible advertising.”
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