The ASCI Code: Regulating
Responsible Advertising in
India
The ASCI Code plays a crucial role in shaping ethical and responsible
advertising practices in India. It serves as a self-regulatory framework for
advertisers, ensuring their campaigns adhere to high standards of
truthfulness, decency, and fairness. This presentation explores the key
principles, coverage, and impact of the ASCI Code, providing insights into its
relevance within the Indian advertising landscape.
AK by Ananya Kshatriya
What is the ASCI Code?
The ASCI Code is a comprehensive set of guidelines established The Code outlines principles of responsible advertising,
by the Advertising Standards Council of India (ASCI). It serves as ensuring that advertisements are truthful, non-deceptive, and
a voluntary code of practice for advertisers, advertising socially responsible. Advertisers who adhere to the ASCI Code
agencies, and media organizations. demonstrate their commitment to ethical practices and
consumer well-being.
Key Principles of the ASCI
Code
1 Truthfulness and 2 Decency and
Accuracy Responsibility
Advertisements should be Advertising should be decent
truthful and accurate, and socially responsible. It
avoiding false or misleading should not offend public
claims. They must be morality, religious beliefs, or
supported by substantiation any other sensitive societal
and factual evidence. norms.
3 Fairness and Transparency
Advertising should be fair and transparent. It should not exploit or
take advantage of consumers' vulnerabilities. It must be clear and
unambiguous, avoiding hidden conditions or undisclosed
information.
Advertising Categories
Covered by the ASCI Code
Consumer Goods Services
Food and Beverages Financial Services
Cosmetics and Personal Care Healthcare and
Electronics and Appliances Pharmaceuticals
Clothing and Fashion Education
Tourism and Hospitality
Social Advertising
The ASCI Code also extends its coverage to public service campaigns and
social advertising, promoting responsible messages on issues of public
concern.
ASCI's Complaint
Resolution Process
Complaint Filing Complaint Review
Consumers, industry bodies, or The ASCI's Consumer Complaints
competitors can file complaints with Council (CCC) reviews the
ASCI regarding any advertisement complaints and determines whether
they perceive as unethical or in they fall within the scope of the ASCI
violation of the code. Code.
Investigation Decision and Resolution
If deemed relevant, the CCC The CCC arrives at a decision based
investigates the complaint by on the investigation findings. The
contacting the advertiser and advertiser may be asked to modify,
gathering relevant information. withdraw, or discontinue the
offending advertisement.
Recent Trends and Updates
in the ASCI Code
1 Digital Advertising
The ASCI Code has been updated to address the evolving
landscape of digital advertising, including social media
marketing, influencer marketing, and online advertising.
2 Data Privacy and Security
The Code now includes guidelines for data privacy and
security, ensuring that advertisers are transparent about their
data collection and usage practices.
3 Sustainable Advertising
The ASCI Code encourages sustainable advertising practices,
promoting responsible consumption and environmental
awareness.
Challenges and
Controversies Surrounding
the ASCI Code
Enforcement
While the ASCI Code is a voluntary framework, enforcing
1 compliance among advertisers can be challenging. The ASCI
relies primarily on public awareness and industry pressure to
achieve compliance.
Interpretation
The interpretation of certain code provisions can be subjective,
2 leading to occasional disagreements about the appropriate
application of the guidelines.
Evolving Advertising Landscape
The rapidly changing landscape of advertising presents new
3 challenges for the ASCI Code, requiring continuous updates to
keep pace with technological advancements and emerging
marketing trends.
Importance of Self-Regulation in the
Advertising Industry
Consumer Trust
Self-regulation builds consumer trust by ensuring that advertisements are truthful,
1 responsible, and ethically sound.
Industry Credibility
Adherence to a self-regulatory code strengthens the credibility of the
2
advertising industry as a whole, promoting ethical practices and
responsible marketing.
Social Responsibility
Self-regulation helps advertisers contribute to a more
3
responsible and ethical society by avoiding harmful or
exploitative advertising practices.
