UNIT-2

Advertising and Social Responsibility

Advertising plays a critical role in the marketing ecosystem, helping businesses communicate
their products, services, and values to consumers. However, along with its power to influence
consumer behavior, advertising also carries an ethical and social responsibility. This
responsibility involves ensuring that advertising practices promote positive values, avoid harm,
and adhere to legal and moral standards.
1. Social Responsibility in Advertising
Social responsibility in advertising refers to the obligation of advertisers and businesses to
promote products and services in a way that benefits society as a whole, not just their own
profit. It emphasizes the ethical aspects of marketing, such as honesty, transparency, and
sensitivity to societal issues. Advertisers are encouraged to create campaigns that avoid
misleading, offensive, or harmful content, and instead focus on promoting messages that
positively impact consumers and society.
Key Principles of Socially Responsible Advertising:
1. Honesty and Transparency:
o Advertisements should accurately represent the product or service being
promoted, without exaggerating claims or misleading consumers.
o Example: Dove’s "Real Beauty" Campaign: Dove promotes self-esteem and
body positivity, focusing on real women of all shapes, sizes, and ages. This
approach avoids unrealistic beauty standards typically set by the cosmetics
industry.
2. Promoting Ethical Products:
o Advertisers can use their platforms to promote ethical, sustainable, or socially
responsible products and services.
o Example: Patagonia promotes its environmentally friendly outdoor products,
focusing on sustainability. They encourage customers to buy less and repair
what they have, reinforcing their commitment to environmental responsibility.
3. Avoiding Harmful Content:
o Advertisements should avoid reinforcing negative stereotypes, perpetuating
violence, or promoting products that are harmful to society, such as tobacco or
alcohol.
o Example: Anti-smoking campaigns: Government and health organizations
often run campaigns to highlight the dangers of smoking, such as the "Quit
Now" campaign that encourages smokers to quit for health reasons.
 4. Cultural Sensitivity:
o Advertisements should be mindful of cultural differences, avoiding content that
could be seen as offensive or insensitive to certain groups or communities.
o Example: Coca-Cola’s "Taste the Feeling" Campaign: Coca-Cola ran a
culturally inclusive campaign showing diverse people from different
backgrounds enjoying the drink, avoiding any cultural insensitivity.
5. Encouraging Positive Social Change:
o Advertisers can use their platforms to address social issues and encourage
positive behavioral change in consumers, such as health awareness, education,
and social justice.
o Example: Nike’s "Dream Crazy" Campaign: Nike’s ad featuring Colin
Kaepernick sparked debate but also raised awareness on social justice issues
such as racial inequality and police brutality, encouraging people to stand up for
their beliefs.

Impact of Advertising
The impact of advertising is far-reaching and can influence both individuals and society in
numerous ways. While it can drive sales and build brand loyalty, it can also shape societal
values, influence consumer behavior, and contribute to economic growth. However, advertising
can also have negative effects if not done responsibly.
Positive Impact of Advertising:
1. Informs Consumers:
o Advertising provides consumers with information about products, services, and
innovations. It helps consumers make informed decisions by presenting key
benefits and features of a product.
o Example: Samsung’s Galaxy Phone Ad Campaign: Samsung’s ads highlight
the innovative features of their smartphones (camera quality, battery life, etc.),
informing consumers about what sets them apart from competitors like Apple.
2. Stimulates Economic Growth:
o Advertising drives demand for products and services, which can boost sales and
contribute to the economic growth of businesses and industries.
o Example: McDonald's Advertising: McDonald’s global advertising
campaigns stimulate demand for their fast food, contributing significantly to the
global fast food industry’s growth.
 3. Brand Awareness and Recognition:
o Effective advertising can build strong brand awareness and recognition. When
consumers frequently see or hear an ad, they are more likely to remember the
brand and consider it when making purchasing decisions.
o Example: Apple's Advertising: Apple’s advertising has played a key role in
creating a strong brand identity and making its products instantly recognizable
worldwide, contributing to their market dominance.
4. Encourages Healthy and Positive Lifestyles:
o Advertisements that promote healthy products or lifestyles can have a positive
effect on consumer habits.
o Example: Ariel’s "Share the Load" Campaign: Ariel launched an advertising
campaign encouraging men in India to share the load of household chores,
promoting gender equality and challenging stereotypes.
5. Supports Media and Creative Industries:
o Advertising revenue supports media outlets, including TV, radio, print, and
digital platforms, enabling them to produce content that entertains, educates,
and informs the public.
o Example: Television Advertising: Advertisements shown during popular TV
programs like Bigg Boss or KBC in India generate revenue for the media
company, helping fund their production of high-quality content.

Negative Impact of Advertising:

1. Manipulation of Consumer Behavior:
o Advertising can sometimes manipulate consumers’ emotions and desires,
leading them to make purchasing decisions that may not align with their true
needs or values.
o Example: Luxury Brands Advertising: Advertisements for luxury products
like Louis Vuitton or Rolex may influence consumers to make expensive
purchases to maintain a certain social status, even if it’s beyond their means.
2. Perpetuates Unhealthy Lifestyles:
o Advertising can promote products like junk food, sugary beverages, or tobacco,
which contribute to unhealthy consumer behaviors.
o Example: Coca-Cola and Pepsi Advertising: While these brands promote
refreshing beverages, their advertising has also been criticized for contributing
to the rising obesity rates due to high sugar content.
 3. Reinforces Negative Stereotypes:
o Advertisements can perpetuate harmful stereotypes related to gender, race, body
image, or social class.
o Example: Dove's Real Beauty Campaign: While Dove’s campaign was
praised for promoting diverse beauty standards, many other beauty and fashion
advertisements often present an unrealistic body image that can negatively
impact consumers’ self-esteem.
4. Excessive Consumption and Materialism:
o Advertising, especially during festive seasons, can create a sense of urgency and
encourage excessive consumption, leading to materialism and debt.
o Example: Amazon’s Black Friday Ads: Amazon’s aggressive advertising
campaigns during Black Friday and holiday seasons encourage consumers to
make impulse purchases, sometimes leading to overspending.
5. Environmental Impact:
o Certain types of advertising, particularly for fast fashion and consumer goods,
can contribute to overproduction, waste, and environmental degradation.
o Example: Fast Fashion Ads (e.g., H&M, Zara): Fast fashion brands
encourage consumers to buy cheap, trendy clothes that are worn briefly and
discarded, contributing to environmental waste.

Deception vs Puffery in Advertising

In the world of advertising, two concepts that often arise when discussing the ethical boundaries
of marketing are deception and puffery. While both can influence consumer perceptions, they
are fundamentally different in their nature and legal implications. Understanding the distinction
between the two is essential for businesses to ensure they remain compliant with advertising
regulations and avoid misleading consumers.

Deception in Advertising

Deception refers to any form of advertising or marketing practice that misleads or creates a
false impression in the mind of the consumer. It involves giving information that is untrue,
misleading, or omitting important facts that could alter the decision-making process of the
consumer. Deceptive advertising violates the basic principles of honesty and transparency,
and it can lead to legal actions, financial penalties, and a loss of consumer trust.

Key Characteristics of Deception:

• False Claims: The ad makes statements that are outright lies or significantly
exaggerated to mislead consumers.
• Omission of Important Facts: The advertisement might leave out crucial information
that a consumer would need to make an informed decision.
 • Misleading Impressions: It creates a false impression about a product’s performance,
benefits, or characteristics.

Examples of Deception:

1. False Advertising of Product Benefits:

o Example: A company advertises a weight-loss pill, claiming that consumers
will lose 10 kg in a month without diet or exercise. This claim is deceptive
because it misrepresents what the product can actually achieve, potentially
endangering consumers’ health and leading to legal consequences. In India,
deceptive ads like this could be challenged under The Consumer Protection
Act, 2019.
2. Hidden Fees:
o Example: A car dealership advertises a vehicle at a low price, but the actual
price includes hidden fees for delivery, maintenance, and additional features
that are not disclosed upfront. This practice can deceive consumers into thinking
the car is more affordable than it actually is. This can lead to consumer
complaints and lawsuits under consumer protection laws in India.
3. Misleading Claims About Health Products:
o Example: A company may claim that a certain health drink can cure diseases
like cancer or diabetes without scientific backing. Such claims are not only
deceptive but can have severe legal and ethical implications.

Legal Implications of Deception:

In India, deceptive advertising is illegal and is governed by The Consumer Protection Act,
2019. The Act defines deceptive practices and provides for consumer protection by imposing
penalties, including fines and imprisonment. The Advertising Standards Council of India
(ASCI) also enforces guidelines to ensure advertisements do not deceive or mislead consumers.

Puffery in Advertising

Puffery, on the other hand, refers to exaggerated claims or statements that are subjective and
cannot be proven true or false. These statements are often made in a way that an average
consumer would not take them literally. Puffery is legal and is considered part of creative
advertising because it doesn’t mislead consumers into making decisions based on false
information. Puffery is more about promoting the brand image than providing specific, factual
information about a product.

Key Characteristics of Puffery:

• Subjective Exaggeration: Puffery often involves broad, subjective claims like "the
best," "the finest," or "the most amazing."
• Not Meant to be Taken Literally: Consumers generally understand that puffery is just
a marketing tactic and not a factual claim about the product’s actual performance.
• Safe from Legal Action: Since puffery doesn’t deceive consumers into making
purchasing decisions based on false facts, it’s usually exempt from legal scrutiny.
Examples of Puffery:

1. "The Best Coffee in the World":

o Example: A coffee brand might claim that its coffee is “the best coffee in the
world.” This statement is subjective and cannot be proved true or false, which
means it falls under puffery. Consumers are unlikely to believe this claim is
based on hard facts, and it does not constitute a deceptive practice.
2. "Red Bull Gives You Wings":
o Example: The energy drink brand Red Bull uses the slogan “Red Bull gives
you wings.” This is a typical example of puffery, as the slogan exaggerates the
product's effect. While it suggests an energizing effect, no one expects to
literally grow wings after consuming the drink.
3. "The Ultimate Driving Machine" (BMW):
o Example: BMW uses the tagline "The Ultimate Driving Machine" in its
advertisements. This is an example of puffery because it makes an exaggerated
claim about the driving experience, which is subjective. It appeals to emotion
and brand perception rather than making specific, measurable claims.

Legal Implications of Puffery:

Puffery is generally not subject to legal action because it does not mislead consumers into
making decisions based on false or misleading facts. However, advertisers need to ensure that
their puffery does not cross over into deception. While puffery is allowed, it must not make
claims that could potentially mislead an average consumer.

Key Differences Between Deception and Puffery

Feature Deception Puffery

Exaggerated or subjective claims
Misleading or false claims that distort
Definition that are not meant to be taken
the truth.
literally.
Illegal and subject to penalties and Legal and generally exempt from
Legal Status
lawsuits. regulation.
Aims to mislead consumers into Aims to promote the brand or
Purpose making purchasing decisions based on product using exaggerated, but
false information. harmless, claims.
“Lose 10 kg in a month without “Best pizza in the world” or “The
Example
exercise” (false health claims). ultimate driving experience.”
Consumers understand the
Consumer Consumers are misled into believing
exaggerated nature and don’t take it
Perception false facts.
literally.
Generally helps in creating a strong
Impact on Can lead to lawsuits, fines, and damage
brand image, with limited legal
Business to reputation.
concerns.
Real-Life Business Examples from India:

1. Deceptive Advertising:
o Example: Patanjali: In 2018, the Advertising Standards Council of India
(ASCI) raised concerns over Patanjali’s claims regarding its “Patanjali Dant
Kanti” toothpaste. The advertisement claimed that it could cure oral diseases,
but the claims were not substantiated by scientific evidence. This claim was
considered misleading and was addressed by ASCI under the guidelines for
false advertising.
2. Puffery in Indian Advertising:
o Example: Amul: Amul, a well-known dairy brand in India, often uses puffery
in its advertisements. A typical slogan like “Amul Butter – The Taste of India”
is a subjective and exaggerated claim, which is meant to evoke emotional appeal
rather than provide factual evidence.
o Example: Maggi Noodles: Nestlé India has often used puffery in its marketing,
especially with the tagline "2-minute noodles." While this is not an actual
statement of fact, it highlights the convenience of the product in an exaggerated,
but generally accepted, way.

Impact of Advertisements on Children

Advertising plays a significant role in shaping consumer behavior, and children are one of the
most vulnerable target audiences for advertisers. The impact of advertisements on children has
raised concerns regarding their influence on children's health, attitudes, values, and social
behavior.

1. Psychological Impact

Children, especially those under 12, are less capable of critically analyzing advertisements.
They are more susceptible to persuasive messages and often have difficulty distinguishing
between entertainment and advertising. This makes them highly influenced by advertisements.

• Emotional Manipulation: Advertisements often appeal to children's emotions, using

colorful visuals, catchy jingles, and characters to capture their attention. The emotional
appeal can lead children to develop strong desires for products, even if they are
unnecessary or unhealthy.

Example: A candy brand might use a character that children love (e.g., a cartoon character) to
create a strong association with the product. The child is not just interested in the candy but is
emotionally attached to the character, making the product even more desirable.

• Materialism and Unrealistic Expectations: Advertisements for toys, gadgets, or

clothing often portray an idealized lifestyle, leading children to develop materialistic
attitudes and unrealistic expectations about life. Children may feel pressured to own the
latest products to fit in with their peers.

Example: Commercials for toys like Barbie or Hot Wheels often show extravagant lifestyles
or worlds, leading children to believe that owning such toys will give them access to the same
fantasy world.
2. Health-Related Impact

The promotion of unhealthy foods and beverages through advertisements targeting children
has raised concerns. Many ads for sugary snacks, junk food, and fast food create long-term
health implications for children, contributing to childhood obesity, diabetes, and poor eating
habits.

• Example: Fast food brands like McDonald's and KFC often use colorful and attractive
advertisements featuring cartoon characters, offering toys or fun experiences along with
the food. This can encourage children to choose fast food over healthier options.

3. Influence on Behavior and Social Norms

Advertising can affect how children perceive social roles, gender, and behavior. For instance,
advertisements can reinforce gender stereotypes by depicting girls as passive, nurturing, and
beauty-focused, while boys are shown as active, adventurous, and strong.

• Example: Ads for toys like dolls often target girls with messages about beauty and
domesticity, whereas action figures or cars are marketed toward boys, emphasizing
adventure and power.
• Gender Representation: Brands like Dove have taken steps to counteract stereotypical
portrayals of women by promoting real beauty and self-esteem. However, many
traditional ads still show women in domestic or subordinate roles, contributing to
gender inequality.

4. Cognitive Development

Children's ability to recognize and understand the persuasive intent of advertisements develops
gradually. Younger children (under 7 years) are particularly vulnerable because they don’t
understand the persuasive nature of ads and believe everything presented in ads is true.

• Example: Commercials that feature animated characters often make children think that
the product is both fun and reliable, which may mislead them into believing the
advertised claims.

Regulation of Advertising to Children in India

In response to these concerns, several regulations have been implemented to protect children
from deceptive advertising. The Advertising Standards Council of India (ASCI) has
established guidelines for advertisements directed towards children, including:

• Banning advertisements for unhealthy food products during children's programming.

• Ensuring that advertisements are not misleading or encourage harmful behavior.
• Promoting healthier alternatives, like Pogo and Cartoon Network, avoiding ads that
promote junk food during kids' shows.

Impact of Advertising on Women

Women, as a major segment of the consumer market, are both directly and indirectly impacted
by advertising. Over the years, advertising has influenced women’s self-image, aspirations, and
societal roles. While advertising can empower and inspire women, it can also perpetuate
stereotypes, unrealistic standards, and harmful ideals.

1. Reinforcement of Gender Stereotypes

Historically, women have often been portrayed in traditional and stereotypical roles in
advertisements, such as being primarily responsible for household chores, childcare, or beauty.

• Domestic Roles: Many advertisements have portrayed women as caregivers, focusing

on the portrayal of women in kitchens or taking care of children. This reinforces the
stereotype that women’s primary role is to manage home life.

Example: Ads for household cleaning products like Harpic or Vim often depict women as the
ones who must clean and manage the household, reinforcing gender-specific responsibilities.

• Beauty Standards: Advertisements often portray an unrealistic image of beauty, with

women shown as thin, fair, and flawless. This reinforces societal pressure on women to
meet beauty ideals that are often unattainable.

Example: Beauty product brands like Fair & Lovely (now rebranded as Glow & Lovely) have
been criticized for promoting fairness as a standard of beauty, which contributes to colorism
and perpetuates harmful stereotypes about skin tone.

2. Impact on Self-Esteem

The portrayal of women in ads often leads to a negative impact on self-esteem, as women
compare themselves to the idealized images they see in advertisements. This can lead to body
dissatisfaction, eating disorders, and unhealthy beauty standards.

• Example: The use of Photoshop and airbrushing in magazine and cosmetic ads often
results in unrealistic portrayals of women’s bodies. When women cannot live up to
these ideals, it can result in dissatisfaction with their appearance and self-worth.

3. Empowerment and Changing Roles

In recent years, there has been a shift toward portraying women as empowered, independent,
and diverse in advertisements. Brands have started to break traditional stereotypes by showing
women in leadership roles, as professionals, athletes, or adventurers.

• Example: The Nike campaign featuring athletes like Serena Williams and Saina
Nehwal showcases women excelling in sports, challenging the stereotype of women
being less capable of physical feats.
• Dove’s “Real Beauty” Campaign: Dove’s campaign aimed at portraying real women
of different body types, skin tones, and ages has been widely praised for its positive
impact on women’s self-esteem and body image. By focusing on the natural beauty of
women, Dove has helped change the narrative in the beauty industry.

4. Women as Decision-Makers in Advertising

Today, women are not just portrayed as consumers of beauty or household products but also
as active decision-makers in a wide variety of markets, from tech to automobiles to finance.

• Example: Brands like HDFC Bank or ICICI Bank have focused on advertising their
services to women, portraying them as independent financial decision-makers.
Similarly, car brands like Hyundai have started using women in their advertisements,
emphasizing the importance of women as decision-makers in purchasing cars for their
families.

5. The Changing Landscape: Women in Advertising

More recently, women are being portrayed in diverse and non-traditional roles in advertising.
The shift towards inclusive advertising ensures that women of all backgrounds, body types,
and ethnicities are represented in the media. Brands are adopting a more holistic approach to
advertising, focusing on women's empowerment, independence, and leadership.

• Example: Whirlpool India ran a campaign that portrayed the modern Indian woman
as a multi-tasker, juggling both professional and personal lives, highlighting how
appliances can assist in making life easier for women.

Ethics in Advertising

Advertising Ethics refers to the set of moral principles and standards that guide the conduct
of individuals and organizations in the advertising industry. The goal is to ensure that
advertising is truthful, respectful, and serves the public interest without deceiving or misleading
consumers. Ethical advertising is vital because it not only builds trust with consumers but also
contributes to a fair, transparent, and competitive marketplace.

Importance of Ethics in Advertising

1. Building Consumer Trust: Ethical advertising ensures that consumers receive truthful
and accurate information about products and services. It helps to build trust and loyalty,
which are essential for long-term customer relationships.

Example: Tata Motors is known for its ethical advertising practices. Their campaigns often
emphasize trust, sustainability, and social responsibility, contributing to a strong brand
reputation.

2. Protecting Vulnerable Audiences: Advertisements targeted at vulnerable groups like

children or the elderly need to be carefully crafted to avoid manipulation or
exploitation.

Example: Coca-Cola's campaigns that target children focus on fun and happiness, without
misleading them about the health effects of sugary beverages.

3. Encouraging Fair Competition: Ethical advertising prevents misleading or deceptive

claims that could harm competitors. It promotes fair competition, which benefits the
entire market.
 4. Promoting Social Responsibility: Ethical advertising often involves promoting social
causes, environmental sustainability, and community welfare. Companies use their
platforms to positively influence social change.

Example: Nike's "Dream Crazier" campaign highlighted the struggles of female athletes,
challenging societal norms and promoting inclusivity and empowerment for women in sports.

Ethical Concerns in Advertising

1. Misleading Claims: Advertisements that make exaggerated or false claims about a

product's effectiveness or benefits can mislead consumers and damage their health,
safety, or finances.

Example: Maggi Noodles (Nestlé India) was accused of misleading consumers about the
safety and quality of its products after the discovery of high levels of lead. This led to a major
recall and regulatory scrutiny.

2. Stereotyping and Gender Bias: Many ads reinforce gender stereotypes, portraying
women in submissive or traditional roles, and men as dominant. This not only
perpetuates harmful ideas but also harms societal development.

Example: Earlier, Fair & Lovely advertisements portrayed fair skin as the ideal standard of
beauty for women, which led to criticism and a rebranding of the product to Glow & Lovely.

3. Exploiting Vulnerabilities: Ads targeted at children or people with low literacy skills
can exploit their vulnerability by encouraging them to purchase unnecessary or harmful
products.

Example: Candy ads often target children with colorful, engaging visuals, and characters to
encourage them to choose unhealthy snacks, ignoring the potential long-term health risks.

Regulatory Bodies in Advertising

Regulatory bodies are responsible for ensuring that advertising practices are ethical and comply
with established laws and standards. These organizations ensure that advertising does not harm
the public interest or violate consumer rights.

1. Advertising Standards Council of India (ASCI)

The Advertising Standards Council of India (ASCI) is a self-regulatory body established in

1985 to monitor and regulate the content of advertisements in India. It works towards ensuring
that advertisements are truthful, fair, and do not mislead or harm consumers.

• Role: ASCI reviews complaints against advertisements, develops and implements

ethical codes, and ensures that advertisements comply with legal and ethical standards.
 • Example: ASCI intervened in 2020 when Eros Now advertised that their online
streaming service could provide “uncensored” content, which violated guidelines and
was taken down after ASCI’s intervention.

2. The Central Consumer Protection Authority (CCPA)

The Central Consumer Protection Authority (CCPA) was created under the Consumer
Protection Act, 2019 to protect consumers from unfair trade practices, including deceptive
advertising.

• Role: CCPA can take suo-motu action against misleading advertisements, conduct
investigations, and impose penalties on those found violating consumer rights.
• Example: The CCPA took action against Dabur in 2021 for misleading ads about the
effectiveness of its Patanjali product in curing COVID-19. Dabur was fined and
required to take down the advertisements.

3. The Ministry of Information and Broadcasting (MIB)

The Ministry of Information and Broadcasting (MIB) in India oversees the content of
advertisements, ensuring that they do not violate ethical standards and the law. MIB has the
authority to regulate broadcast media (TV, radio) and online platforms.

• Role: MIB ensures that advertisements aired on television and radio comply with
guidelines for decency, public order, and consumer protection.
• Example: MIB took action against channels airing ads that promoted fake health
products or exaggerated claims about their benefits.

4. Food Safety and Standards Authority of India (FSSAI)

The Food Safety and Standards Authority of India (FSSAI) ensures that advertisements
related to food products are not misleading, particularly regarding health benefits or nutritional
value.

• Role: FSSAI ensures that health claims made by food products are scientifically
substantiated and that labels provide accurate information.
• Example: Pepsico was scrutinized for falsely claiming that its energy drink "Slice"
had health benefits that were not substantiated.

Review of Regulatory Environment

The regulatory environment for advertising in India has evolved over the years, with increasing
focus on consumer protection, ethical advertising, and transparency. Several acts and
guidelines govern advertising, ensuring that businesses follow ethical practices while engaging
with consumers.

Key Regulations
 1. The Consumer Protection Act, 2019: This Act empowers consumers to file
complaints against misleading or deceptive advertisements. The Central Consumer
Protection Authority (CCPA) was created under this law to ensure fairness in
advertising practices.

Example: In 2020, the CCPA intervened against Patanjali's Coronil Kit ads, which claimed
to cure COVID-19 without scientific evidence.

2. The Cable Television Networks (Regulation) Act, 1995: This Act governs the content
aired on television, including advertisements. It prohibits the airing of ads that are
misleading or cause harm to public interests.

Example: Ads that promote harmful practices, such as quackery or unapproved medicines,
can be prohibited under this Act.

3. The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954: This
law regulates advertisements about drugs or remedies that make claims about curing
ailments. It prohibits advertisements that promise to cure diseases like cancer, diabetes,
or COVID-19 without scientific backing.

Codes of Ethics and Regulatory Bodies

Advertising Codes are formalized guidelines and ethical principles that advertisers are
expected to adhere to in order to ensure fairness, truthfulness, and transparency. These codes
of ethics are implemented by various regulatory bodies to prevent unethical advertising
practices.

ASCI Code of Advertising Practice

The ASCI Code of Advertising Practice is a set of guidelines designed to ensure that
advertisements in India are truthful, legal, and socially responsible.

• Key Principles:
o Truthfulness: Advertisements must be honest and should not mislead
consumers.
o Social Responsibility: Advertisements should respect the public’s sensitivities
and social norms.
o Fair Competition: Advertisements should not unfairly discredit competitors.
• Example: Vodafone India ran a campaign featuring a puppy, but the ad was deemed
misleading because it implied the dog could "talk". After ASCI reviewed the campaign,
Vodafone was asked to modify the ad, as it could mislead children about the nature of
animals.

The Advertising Code of Conduct (BIS)

The Bureau of Indian Standards (BIS) provides guidelines under the Advertising Code of
Conduct for the protection of consumer interests.

• Key Features:
o Advertisement content must conform to Indian cultural norms and societal
values.
o It prohibits ads that promote negative habits such as smoking or alcohol
consumption.
o It also ensures that all claims made in advertisements about product benefits are
substantiated by evidence.