Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry.

The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of SelfRegulation in Advertising, ensuring the protection of the interests of consumers. The ASCI was formed with the support of all four sectors connected with Advertising, viz. Advertisers, Ad Agencies, Media (including Broadcasters and the Press) and others like PR Agencies, Market Research Companies etc. Its main objective is to promote responsible advertising thus enhancing the public's confidence in Advertising. ASCI is represented in all committees working on advertising content in every Ministry of the Government of India. ASCIs Code for Self-Regulation in Advertising is now part of ad code under Cable TV Acts Rules. Violation of ASCIs Code is now violation of Govt. rules. ASCIs membership of The European Advertising Standards Alliance (EASA) ensures that it gets valuable advice, learning and even influence at the international level. The Consumer Complaints Council is ASCI's heart and soul. It is the dedicated work put in by this group of highly respected people that has given tremendous impetus to the work of ASCI and the movement of self-regulation in the advertising. This group comprise of 21 drawn from various disciplines. 12 are eminent people not associated with advertising ( such as lawyer, doctor, journalist, teachers, technical experts consumer activities etc.) and 9 are from industry (advertiser, media, ad agencies and allied professionals. ASCI thus aims to achieve its own overarching goal: to maintain and enhance the public's confidence in advertising. ORGANISATION: The Board of Governors (16 members) ensures equitable representation of Advertisers, Agencies, Media and other Advertising Services, the individual member firms being leaders in their respective industries or services. The Consumer Complaints Council (CCC) (21 members) has 12 NonAdvertising professionals representing civil society, who are eminent and recognised opinion leaders in their respective disciplines such as Medical, Legal, Industrial Design, Engineering, Chemical Technology, Human Resources and Consumer Interest Groups; 9 are advertising practitioners from our member firms. Why Self-Regulation in Advertising In recent years the quantity of false, misleading and offensive advertising has resulted in consumers having an increasing disbelief in advertising, and a growing resentment of it. Misleading, false advertising also constitutes unfair competition. It could lead to market-place disaster or even litigation. If this kind of advertising continues, it wont be long before statutory regulations and procedures are imposed which make even fair, truthful, decent advertising cumbersome if not impossible. This certainly will affect your ability to compete and grow.

ASCI is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. The ASCI was formed with the support of all four sectors connected with Advertising, viz. Advertisers, Ad Agencies, Media (including Broadcasters and the Press) and others like PR Agencies, Market Research Companies etc. Its main objective is to promote responsible advertising thus enhancing the publics confidence in Advertising. ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation which requires advertisements to be Truthful and fair to consumers and competitors. Within the bounds of generally accepted standards of public decency and propriety. Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large. Ensure that Advertisements observe fairness in competition so that the consumers need to be informed on choices in the Market place and the canons of generally accepted competitive behavior in business are both served. ASCI is represented in all committees working on advertising content in every Ministry of the Government of India. ASCIs Code for Self-Regulation in Advertising is now part of ad code under Cable TV Acts Rules. Violation of ASCIs Code is now violation of Govt. rules. ASCIs membership of The European Advertising Standards Alliance (EASA) ensure that it gets valuable advice, learning and even influence at the international level. The Consumer Complaints Council is ASCIs heart and soul. It is the dedicated work put in by this group of highly respected people that has given tremendous impetus to the work of ASCI and the movement of Self-Regulation in Advertising. This group comprises of 21 drawn from various disciplines. 12 are eminent people not associated with advertising (such as lawyers, doctors, journalist, teachers. Technical experts, consumer activists etc.) and 9 are from Industry (advertisers, media, ad agencies and allied professions). ASCI thus aims to achieve its one overarching goal: to maintain and enhance the publics confidence in advertising. We look forward to your joining us in championing the cause for ethics and therefore greater efficacy in Indian advertising. Why ASCI ORGANISATION : The Board of Governors (16 members) ensures equitable representation of Advertisers, Agencies, Media and other Advertising Services, the individual member firms being leaders in their respective industries or services. The Consumer Complaints Council (CCC) (21 members) has 12 Non-Advertising professionals representing civil society, who are eminent and recognised opinion

leaders in their respective disciplines such as Medical, Legal, Industrial Design, Engineering, Chemical Technology, Human Resources and Consumer Interest Groups; 9 are advertising practitioners from our member firms. The CCC met 12 times from April 2010 to March 2011. It considered complaints against 190 Ads, of which 104 were UPHELD, 80 were NOT UPHELD and 6 were considered as NON-ISSUES. Implementation of CCC decisions - as a result of prompt and effective follow ups, there have been positive responses received from advertisers and agencies, in respect of CCC recommendations on complaints which were Upheld. There has been a number of instances wherein advertisers/agencies have withdrawn or modified their advertisements appropriately, merely on their being approached by ASCI for comments in respect of complaints received. The acceptance of ASCIs role in judging complaints against advertisements, in the interest of all Practitioners in Advertising and Consumers who are the targets of such advertisements, is demonstrated by the fact that during the year the advertisers/agencies have not yet informed the Council of their compliance with the CCC decisions, in respect of only 20 complaints. Analysis of Complaints decided upon by the CCC: Of the complaints against 190 Ads processed, there have been 80 intra-industry complaints received from advertisers and agencies, in respect of misleading comparative advertising and unfair competitive advertisements, of which 50 were Upheld, whilst 29 were Not Upheld and 1 was Non-Issue. The Council has played a fair and supportive role in ensuring that such complaints were dealt with promptly, were treated with the confidence which they deserved, and was instrumental in mediation with advertisers and agencies concerned, thus avoiding time - consuming and costly litigation in many instances. Quarterly Compilation Reports of CCC decisions to members on consumer and industry complaints against advertisements, provide current background information, which represents valuable case/reference material for proactive Observance of the Code for Self-Regulation, when the creative is on the drawing board and the advertisement is under development. Objects of ASCI PERTINENT EXTRACTS OF MEMORANDUM AND ARTICLES OF ASSOCIATION OF THE ADVERTISING STANDARDS COUNCIL OF INDIA Registered in Oct. 1985, u/s 25, as a Not-For-Profit Co., under the Companies Act 1956 The main objects to be pursued by the Company on its incorporation are to monitor, administer and promote standards of advertising practices in India with a view to Ensuring the truthfulness and honesty of representations and 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 To codify adopt and from time to time modify the code of advertising practices in India and implement, administer and promote and publicize such a code. To provide facilities and machinery in the form of one or more Consumer Complaints Councils having such composition and with such powers as may be prescribed from time to time to examine complaints against advertisements in terms of the Code of Advertising practices and report thereon. To give wide publicity to the Code and seek adherence to it of as many as possible of those engaged in advertising. To print and publish pamphlets, leaflets, circulars or other literature or material, that may be considered desirable for the promotion of or carrying out of the objects of the Company and disseminate it through any medium of communication. Consumer Complaints Council The Board of Governors shall appoint Consumer Complaints Council (CCC), the number of members of which shall not be more than twenty one. The Consumer Complaints Council shall examine and investigate the complaints received from the consumers and the general public, including the members of the Company, regarding any breach of the Code of Conduct and/or advertising ethics and recommend the action to be taken in that regards. Power Of The Consumer Complaints Council Each Council shall be entitled to receive complaints from the Board of Governors, the Consumers, the general public and members of the Company. Each Council shall enquire, investigate and decide upon the complaints received by it within the frame work of the Code of Conduct adopted by the Company. All the decisions of each Council shall be by simple majority, in writing and may specify the action to be taken in respect of the offending advertisement. ASCI Mission ASCI has one overarching goal: to maintain and enhance the public's confidence in advertising. ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation which requires advertisements to be Truthful and fair to consumers and competitors. Within the bounds of generally accepted standards of public decency and propriety. Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large.

ASCI propagates its Code and a sense of responsibility for its observance amongst advertisers, advertising agencies and others connected with the creation of advertisements, and the media. ASCI encourages the public to COMPLAIN (*) against advertisements with which they may be unhappy for any reason and ensures that each complaint receives a prompt and objective consideration by an impartial committee Consumer Complaints Council (CCC) which takes into account the view point of the advertiser, and an appropriate decision is communicated to all concerned. ASCI endeavours to achieve compliance with its decisions through reasoned persuasion and the power of public opinion. Role & Function of ASCI The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) in dealing with Complaints received from Consumers and Industry, against Ads which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising. ASCI is a voluntary self-regulatory council, registered as a not-for-profit Company under section 25 of the Indian Cos. Act. The sponsors of the ASCI, who are its principal members, are firms of considerable repute within Industry in India, and comprise Advertisers, Media, Ad. Agencies and other Professional /Ancillary services connected with advertising practice. The ASCI is not a Government body, nor does it formulate rules for the public or for the relevant industries. The Purpose and the Mission of the ASCI is spelt out clearly in the literature provided. You will appreciate that if an AD is to be reviewed for its likely impact on the sensibilities of individual viewers of TV, or readers of press publications, we require to convey to the Advertiser concerned, the substantial issues raised in the complaint, in the exact context of the specific Ad, as conveyed by the perception of the complainant, and to elicit the appropriate response by way of comments from the Advertiser. Only then will the CCC, of the ASCI, be in a position to deliberate meaningfully on the issues involved, and to arrive at a fair and objective conclusion, which would stand the scrutiny of all concerned with the right to freedom of expression, and the freedom of consumers to choose the products /services made available to them in the market-place. For this we require in each case a clearly readable copy or clipping of the Ad under complaint, with full particulars of name and date of publication, or a printout of an Ad or promotion on a Website or in case of a T.V. Commercial, the channel, date and time or programme of airing, and a description of the contents of the TVC, along with a hard copy of the complete complaint preferably signed by the complainant. As a policy we do not disclose the identity of the complainant to the Advertiser. The ASCI receives and processes complaints against Ads, from a cross section of consumers, the general public and Industry, in the interests of all those who rely on advertising as a commercial communication,

and this covers individuals, practitioners in advertising, advertiser firms, media, ad. agencies, and ancillary services connected with advertising. In the case of complaints which were Upheld by the CCC, during the past year, it may interest you to know that over 80% of such Ads have been withdrawn or modified appropriately by the Advertisers/Agencies involved, and the concerned Media have also confirmed that they would not carry such offending Ads/TVC. Secretary General ASCI Code THE CODE FOR SELF-REGULATION IN ADVERTISING PERTINENT EXTRACTS Adopted by THE ADVERTISING STANDARDS COUNCIL OF INDIA under Article 2(ii)f of its Articles of Association at the first meeting of the Board of Governors held on November 20, 1985 and amended in February 1995 and in June 1999. Declaration of Fundamental Principles This Code for Self-Regulation has been drawn up by people in professions and industries in or connected with advertising, in consultation with representatives of people affected by advertising and has been accepted by individuals, corporate bodies and associations engaged in or otherwise concerned with the practice of advertising with the following as basic guidelines with a view to achieve the acceptance of fair advertising practices in the best interests of the ultimate consumer: To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertisements. To ensure that advertisements are not offensive to generally accepted standards of public decency. Advertisements should contain nothing indecent, vulgar or repulsive which is likely, in the light of generally prevailing standards of decency and propriety, to cause grave or widespread offence To safeguard against the indiscriminate use of Advertising in situations or of the promotion of products which are regarded as hazardous or harmful to society or to individuals, particularly minors, to a degree or of a type which is unacceptable to society at large. To ensure that advertisements observe fairness in competition so that the consumers need to be informed on choices in the market-place and the canons of generally accepted competitive behaviour in business are both served. Both the general public and an advertisers competitors have an equal right to expect the content of advertisements to be presented fairly, intelligibly and responsibly. The Code applies to advertisers, advertising agencies and media. Responsibility for the Observance of this Code The responsibility for the observance of this Code for Self-Regulation in Advertising lies with all who commission, create, place or publish any advertisement or assist in the creation or publishing of any advertisement. All advertisers, advertising agencies and media are expected not to commission, create,

place or publish any advertisement which is in contravention of this Code. This is a self-imposed discipline required under this Code for Self-Regulation in Advertising from all involved in the commissioning, creation, placement or publishing of advertisements. This Code applies to advertisements read, heard or viewed in India even if they originate or are published abroad so long as they are directed to consumers in India or are exposed to significant number of consumers in India. Definitions An advertisement is defined as a paid-for communication, addressed to the public or a section of it, the purpose of which is to influence the opinions or behaviour of those to whom it is addressed. Any written or graphic matter on packaging, or contained in it, is subject to this Code. Standards Of Conduct Advertising is an important and legitimate means for the seller to awaken interest in his products. The success of advertising depends on public confidence. Hence no practice should be permitted which tends to impair this confidence.