By A Correspondent
The Advertising Standards Council of India which had introduced a WhatsApp number (+91 77100 12345) to facilitate consumer reach has seen a significant rise in complaints received. (See Disclosure). According to ASCI, the consumer contact has almost doubled due to this new medium available to consumers to register their complaint. WhatsApp is now contributing to more than 12 per cent of the total advertisements complained against and deliberated upon by the Consumer Complaints Council. With the increased awareness levels, it has also had an incremental effect on the overall number of complaints received directly by other means such as Mobile App and Website. This has resulted in more than 30 per cent increase in the overall number of advertisements complained against. (Disclosure: MxMIndia Editor-in-Chief Pradyuman Maheshwari is a member of ASCI’s CCC).
Speaking on this, ASCI chairman Benoy Roychowdhury, said: “We launched ASCI WhatsApp number with an objective to provide an “on-the-go†and easy “where-ever, when-ever†access for consumers to lodge complaints against objectionable advertisements and to increase ASCI’s reach across India trickling down to smaller towns. This initiative has, indeed, exceeded our expectations proving to be successful within three months of launch. Our WhatsApp number was welcomed not only by consumers but also taken note of, by the Ministry of Information and Broadcasting, Ministry of Road, Transport and Highways, Prasar Bharati, etc. It was called out as a proactive step to be emulated by other similar agencies. Indeed, we are happy and proud that ASCI is in the forefront of “Transforming Indiaâ€, leveraging technology for consumer meaningful tools.â€