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Tag: Advertising Standard Council of India

  • If knowledge and awareness could solve the world's problems, we won't have crime, writes Sanjeev Kotnala

    ASCI Academy: Knowledge is not enough for Compliance

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI welcome the news. The Advertising Standard Council of India has announced the launch of ASCI Academy. It aims to make marketers, brand custodians, agencies, and other people in the ecosystem more responsible and progressive. It talks of a greater understanding of the guidelines. Working with greater consciousness. And a higher degree of compliance. It will offer a consumer education programme. This will hopefully make consumers better aware of the guidelines, and, may be, it will push for better reporting and complaints – leading to higher compliance! As per reports and notes, it will undertake research in current and new areas that impact consumer interest!

    And I think there is a short certification course for interested people.

    The guidelines have been there on site. The site has always remained updated. The consumer and marketers are engaged in evolving guidelines. There is absolute transparency in working. However, one would like access to what are the advertisers really saying to the objections raised. There is a focus on enhanced speedy resolution of complaints. Still, some limitations prevent further tightening of the process.

    The idea of being more preventive than corrective is a welcome stance.

    The theory and wish to impact at the point of ad creation is a good thought!

    The target to train 100,000 current and future marketing professionals, advertising agency personnel, people in the field of communication and consumers is an absolute pleasure to hear.

    There is a wishful thinking of all this leading to a shift towards a deep culture of responsibility. And expecting that to be the norm is oversimplifying things.

    This is a reaction to what NS Rajan (Chairman ASCI) and Manisha Kapoor (CEO and Secretary ASCI) said in the press note.

    I love the initiative and know that the intent is right. But it is wishful thinking.

    We would have seen the difference long ago if only KNOWLEDGE was enough for the compliance.

    It is hard to believe, and I am absolutely sure that the brands that currently do not follow the guidelines or err on their judgment, behave not responsibly and progressively do not do so for the lack of understanding.

    They do this despite the knowledge.

    In fact, they work around the guidelines and knowingly flout the norms.

    Do I have a solution to offer? NOT REALLY.

    One is confident that unless flouting of the guidelines leads to some penalty affecting the revenue and brand image, the guidelines’ adherence will remain a dream.

    Unless the brands know their image is at stake if they fail in their responsibility. Nothing will happen.

    Nothing will change unless the people at the top don’t drive the change and be accountable. The surprising part is that the top knows about the guidelines, knows the expectation, and turns a blind eye – look to the other side when their department and teams knowingly test the guidelines. This the academy cannot change, so my belief in change is shaky. Offering ASCI Academy programmes online, in person, and hybrid may help numbers. But I fail to see it helping compliance.

    I am sure the industry partners will ensure compliance at their end. Their teams are well-educated and aware of the guidelines. They are big advertisers, and one can expect responsible behaviour from them.

    A lot may depend upon supporting partners like the I&B Ministry and the Department of Consumer Affairs. Maybe they could help with compliance.

     

    However, if knowledge and awareness could solve such problems, we won’t have crime. And knowledge is not enough for guidelines compliance or responsible and accountable behaviour.

     

  • The Advertising Standard Council of India (ASCI) has launched an online training programme for advertisers and communication professionals

    ASCI launches e-learning training on responsible advertising

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI) has launched an online training programme for advertisers and communication professionals at http://ascionline.org/asci-learning.html). It is offered at a nominal price and is available to organizations, educational institutions and individuals. It is powered by e-learning platform e-veda and individuals can enroll in the course for Rs 1000.

     

    Speaking on the launch,   Narendra Ambwani, Chairman – ASCI said: “It is a proactive approach that would enable the creators of advertising to get their advertisements “Right the first time”. There is a direct and tangible business benefit associated with it, as a trained individual would be able to avoid costly reworks of modifying or pulling down of advertisement by adhering to simple do’s and don’ts set out in the code.”

     

    ASCI’s e-learning programme will see leading professionals like Piyush Pandey, R Balki, Sam Balsara participating and lending their support to the various modules.

     

    Users can complete as per their own pace within a six-month window. Each of these modules consists of engaging multimedia content followed by a quiz

    • Introduction to ASCI (1 module)- Advertising Self-regulation and ASCI
    • ASCI advertising Codes (4 modules)- Truthful and honest representation, Non-offensive to public, Against harmful products/situations and Fair in competition
    • ASCI category guidelines (4 modules)- Brand Extension, Food and Beverages, Educational Institutions and Automotive vehicles
    • ASCI processes (4 modules)- Supers, Complaints Registrations and Monitoring, Complaint processing and ASCI Membership

     

    On successful completion, the user is awarded with a certificate.

     

  • Competition organized to encourage self regulation in advertising huge success

    ASCI, Goafest announce winners of ‘ASCI Mobile Movie Challenge’

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI) announced the winners of the ‘ASCI Mobile Movie Challenge’ during the closing event of Goafest 2012, the Creative Abbys. The competition, conducted to promote responsible creativity, and to encourage self regulation in Advertising, under the theme of ‘Creativity with a conscience’, garnered huge public support during the 3 day ad-fest.

     

    The winning entries came from team Leo Burnett consisting of Nikhil Pai, Abhineet Agarwal & Almas Ahmed and team O&M consisting of Parth Gadhiya, Harshad Salian, Aishik Sengupta. All the six winners received an iPad sponsored by media house, Rajasthan Patrika.

     

    The competition received a total of 120 registered entries through 41 mobile movies, from across the country. Of all the movies registered, 8 were shortlisted by a jury of eminent ad-makers and 2 were chosen as winners.

     

    As per the contest, teams of 3 young professionals, under the age of 30 years, were asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team was assigned a mentor film maker who guided the team members on the nuances of film making. The teams were asked to create the art forms on one of the four briefs provided by ASCI which were based on the four tenets of ASCI’s code of self regulation: Honesty & truthfulness in advertising; Decency in advertising as per generally accepted societal norms; Safety & avoiding exploitation of vulnerable sections of society, especially children and Fairness in competition

     

    Mr Subhash Kamath, ASCI Board Member, said: “Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work. We’re extremely happy with the kind of response we’ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to many more media, advertising professionals.”

     

    The films were showcased at Goafest 2012 and uploaded on youtube.com and select online portals, so as to inspire professionals to understand the importance of self-regulation in advertising. The entries were judged by a jury of top creative directors and film makes of the industry.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is in dealing with Complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

     

     

     

  • Present the ‘ASCI Mobile Movie Challenge’ to promote the idea of ‘Creativity with a Conscience’

    ASCI, Goafest come together on self-regulation

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI), in a bid to encourage self regulation in Advertising, has announced its unique association with Goafest 2012. As a part of this partnership, ASCI will be a conducting a one-of-a-kind contest to promote responsible creativity, under the theme “Creativity with a Conscience” during Goafest 2012.

     

    The ASCI Mobile Movie Challenge contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.  As per the contest, teams of 3 young professionals, under the age of 30 years, will be asked to create a short film (between 30 and 60 seconds), using their mobile handsets.  Each team will be assigned a mentor film-maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.

     

    The teams will create the art forms on the four tenets of ASCI’s code of self-regulation: Honesty & truthfulness in advertising; Decency in advertising as per generally accepted societal norms; Safety & avoiding exploitation of vulnerable sections of society, especially children; Fairness in competition.

     

    To register, one has to log onto http://www.ascionline.org/goafest2012/ and last date for registration is March 22.

     

    According to, Subhash Kamath, ASCI Board Member: “The theme ‘Creativity with a Conscience’ goes hand-in-hand with ASCI’s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours.”

     

    He added: “By reaching out to young professionals, we’re ensuring that our efforts towards self regulation are understood by the people who will be implementing the work. Through this initiative, we want to instill the message in the mind of young professionals to always remember that with great creative power, comes greater responsibility.”

     

    These films will then be showcased at Goafest 2012 and will be uploaded on youtube.com and select online portals to inspire professionals to understand the importance of self-regulation in advertising. The entries will be judged by a jury of top creative directors and film makes of the industry.

     

    Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys. Alongside, there will be a ‘Popular Choice’ award for the winner of a shortlisted best 16 film, which will be voted via SMS by over 3,000 participants at Goafest.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The role and functioning of the ASCI and its Consumer Complaints Council (CCC) is in dealing with complaints received from Consumers and Industry, against advertisements which are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

    Click here to view all Goafest 2012 stories