Click to play videoMumbai: With the Government enabling the Advertising Standards Council of India (ASCI), the self-regulatory body has just got a shot in the arm, thanks to an amendment in the Cable Television Act.
The ASCI has launched a Rs 8 lakh campaign to make consumers aware of their rights.
The timing couldn't be better. Just last month the Information and Broadcast Ministry (I&B), via an amendment to the Cable Television Act, has given the industry body some teeth as even non-ASCI members can be made to comply with its rulings.
So now television advertisements have been pulled up by ASCI and misleading, dishonest and indecent advertisements will have to be pulled off or modified.
But since this has happened via the Cable Television Networks advertisement, the ASCI will still find it tough to nail print advertisement offenders.
Still, some consumer activists think that there needs to be an external regulator.
“The self regulation that ACSI has done is not effective since its members themselves are the persons who try to regulate themselves. We have found that the members themselves don't carry out directions carried out by ACSI,” says Chairman of Consumer Education and Research Centre, Manubhai Shah.
Though ASCI has official sanction now, it's still to work out how exactly it will work with the I&B Ministry - ASCI is a body of advertisers and agencies and the Cable Television Networks Rules applies to cable operators and broadcasters.
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