By Anil Thakraney
According to a report published on this website, the ASCI has very recently upheld complaints against as many as 17 ads. Here’s the link to the full story:
http://www.mxmindia.com/2011/12/ascis-consumer-complaints-council-upholds-complaints-against-17-out-of-25-ads/
Considering this figure pertains to ads that ran during just a two month period (July and August 2011), one has to say it is a rather large number. This indicates that Indian ads are on overdrive when it comes to either making tall claims or offending the consumers. Now, while I can understand brands being pulled up for ‘offensive’ material and their ads being knocked out, we must question if that punishment is enough for misleading ads.
Of the 17 culprits, the majority are ads that carry exaggerated/false claims, thus misleading the buyer. Car ads that boast of incredible mileage. Companies that offer ‘freebies’ to consumers. Ads that diss rival brands by putting out unscientific research studies. Tutorial classes that make dodgy claims of ‘best faculty’ and ‘most successful’ students. Detergent brands that claim to remove all sorts of stains without an authentic study to support them.
Here’s the problem: Substantial damage is done by these misleading ads by the time they get yanked off the media. A number of students would have enrolled in such dubious coaching classes. Many car buyers would have bought the brand, suckered by false mileage figures. And a number of housewives would have purchased the detergent powder, only to discover that the stains never disappeared. Which is why some advertisers will continue with this wrong practice as there’s no deterrent or punishment beyond the ad being killed.
| [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=K-_rf2jVxxY[/youtube] |
My own belief is this, purely on grounds of ethics: Industry leaders must come together and impose monetary penalties on adverts making false claims. So that there is some fear put into the minds of mischievous brand managers. And funds collected from these punishments can be donated to charitable causes.
I know this is an industry portal, and we must speak for the industry. Still, efforts need to be made so that under no circumstances does the end consumer get taken for a ride. Because we must never forget that we all exist because of her and him.
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PS: What do you do when match day falls on Valentine’s Day? How can football fans pass on messages of love to their partners? Well, Puma shows the way.
By Ranjona Banerji
By Amar Tidke
Being health-conscious is not new for you, but this may become a passion now, indicates Ganesha. Your sincere attempts to maintain a healthy lifestyle will yield positive results, more than ever, in the year 2012! To help you further, stars will ease off all health-related issues in 2012. Finances, career, love, spirituality and social welfare are other areas that will remain in focus. This year also heralds a prosperous time for bulls, thanks to the optimistic planet Jupiter. Travel, family time, joyous occasions – the truly good things in life will be on offer! Cash inflow will be more than decent, and an inheritance may also be in the offing. You may even be able to arrange funds for your ambitious ventures. Splurging on attaining the luxuries of life is also on the cards. Do guard against over-spending and rash behaviour, though. Love life and family may become a cause of stress. And your inability to handle delicate situations tactfully may worsen the situation, warns Ganesha. Try and resolve conflicts, rather than adding fuel to them. Marrying in 2012 is not a good idea.
In 2012, Ganesha nods at your never-say-die spirit! You may have had some really tough challenges to face in the past few years. If not, then at least some major life-altering adjustments may have taken up your time and energy. Expect things to improve. In 2012, Neptune enters your 10th House. This will boost your spirituality and faith. Matters related to body, health, your personal image, creativity, family and mystical sciences shall be of great interest to you. Barring a few minor issues, your health is likely to be good throughout the year. Don’t be complacent, though! Expect prosperity to get a boost mid-year, thanks to Jupiter. You will have money to spend on the luxuries of life. You may be looking at renovating your living space or may even be re-thinking a relationship. If a friend/ relative is taking up a lot of your time, it’s time to say ‘me first’. Do that and bid them a goodbye, says Ganesha! Guard you and your loved ones against minor accidents. You may also see love and work intermingling. Enjoy!
If you managed to handle events of the last year decently, things will seem easy in comparison in 2012. Expect the year to get better as it progresses towards the latter half, says Ganesha. All said and done, you still need to take a good care of yourself, your health and your loved ones. Health will improve this year, thanks to Neptune’s favourable aspect with your sign, yet you can’t afford to be careless. Home, family, love, spirituality, as always, will surely remain at the centre of your universe, yet you may now see yourself trying to enhance your social network too. Travelling to foreign lands and higher education are distinct possibilities. Personal growth, development and creativity will also take centre-stage. Ganesha cautions you against getting complacent in financial and legal matters, though. Family matters may become burdensome. Ganesha advises you to take up a hobby to get a break from your mundane life. Some unique challenges may also be lined up for your sign this year. Express yourself, wherever needed! Any upheaval in your love life will have a positive bearing in the long run.