Storyboard | How ASCI hopes to prevent brands from violating the ad code

#Advertising, #Advertising Advice, #Advertising Standards Council of India, #ASCI, #Storyboard

For a fee, ASCI’s expert panel will offer non-binding advice to advertisers on whether their ad is misleading or violates India’s ad codes.

Advertising Standards Council of India (ASCI) has launched an ‘Advertising Advice’ service, to help brands be more mindful of the claims they make in their campaigns.

The industry body’s paid service is open to all members and non-members of ASCI. It will point out to advertisers and marketers, at the campaign planning and production stage if their campaign claims could potentially violate any ASCI code or guideline. This will help them to take corrective action in the pre-production phase and align the creative to the code.

In an interview with Storyboard on CNBCTV18, Manisha Kapoor, Secretary-General, ASCI, says: “Advertisers, in spite of their best intentions, may not realize that something is violating the ASCI guideline and they may spend a lot of time, money and effort later correcting what maybe a small change that they could have made in the beginning, and it is a huge cost correcting a campaign after it is released. And also the public has been exposed to a misleading ad for a while.”

For the advertisers, it provides quick expertise to help them make more responsible advertising. “Advertisers can send in their storyboards or their scripts to us or draft layouts and we have an expert panel that will look through it,” adds Kapoor.

However, the expert panel will offer non-binding advice. Which means the advertisers are free not to take the advice given by the panel. “We will see if there are any red-flags vis-à-vis the ASCI code. And if there are, we will advise the advertisers to make those corrections even before the ad is produced. Every script that the advertisers intend to run pass us, there is a separate charge for it.”

It is also important to note that the advisory panel for ‘Advertising Advice’ service is completely different from the complaints process to avoid any potential conflicts. “When it comes to a panel of experts for this particular service, we have advertising experts who have spent their careers in the advertising industry who know what is creativity or what is exaggeration or what is misleading,” says Kapoor.

She adds that brands may also make technical claims in ads. To cover these aspects, ASCI has a panel of multi-disciplinary experts, ranging from Ayurveda to chemical formulations to microbiology. “They are domain experts. We have professors from IIT, we have people with immense industry experience,” notes Kapoor.

Speaking about campaigns that are produced with a short turnaround time especially during busy months such as the festive season, Kapoor says there is a solution for that as well. “For our members we do have what we call an express option which would take as little as three days, and I guess if we receive a very specific request from an advertiser asking us to expedite the process, we will try to make it possible for the panel to review it at that point in time.”

Full interview on Storyboard on CNBC TV18 at 8:30 AM, Saturday.

Internet Explorer Channel Network
News Related

OTHER NEWS

Shocking Video Shows Man Reaching Behind Counter at McDonald's, Stealing Over $1,000

A shocking new surveillance video is making its rounds in which a man can be seen reaching through the Covid-safe partition at a local McDonald’s to steal cash from the open register. NurPhoto ... Read more »

Rare Bird-Flu Outbreak Jumps to Mammals at Wildlife Center

As the world continues to grapple with the effects of Covid-19, a small but concerning virus has also started to make headlines: the H5N8 bird flu strain, which killed five ... Read more »

Amazon Accused of Lying to Congress

Five members of the U.S. House Judiciary Committee accused top Amazon executives of misleading or lying to Congress about the company’s business practices.  Bloomberg | Getty Images Reps. Jerrold Nadler, ... Read more »

Consumer Goods Giant to Raise Prices on More Staples, Blames Increase in Cost on Raw Materials

Procter & Gamble Co. said it will raise prices on a number of household staple goods as the cost for raw materials and freight has increased faster than it had ... Read more »

SEC's GameStop Report Investigates Role of 'Game-Like' Brokerage Apps

A report by the Securities and Exchange Commission (SEC) released Monday that investigated the trading controversy surrounding GameStop earlier this year has challenged the role of “game-like” trading apps that may urge investors to ... Read more »

Southwest Pilots' Union Seeks Delay on Vaccine Mandate

The Southwest Airlines Pilots Association asked a federal court to grant a temporary restraining order to prevent the company from implementing a COVID-19 vaccine mandate for its employees. The mandate ... Read more »

India Will Use AI, ML To Achieve Sustainability Goals: Amitabh Kant

Last year, Google’s Sundar Pichai said the tech giant aims to power all its offices and data centers on sustainable energy 24 hours a day, seven days a week. Its ... Read more »

Bill Gates' Daughter, Jennifer Gates, Shares First Photos of Wedding Gown, Wedding Ceremony -- Take a Look at the Stunning Bride

It was a most-buzzed about wedding the past weekend in North Salem, New York as daughter of billionaire Bill Gates, Jennifer Gates, said ‘I do’ to longtime partner and equestrian ... Read more »

Google Pixel 6, Pixel 6 Pro launched at a starting price of $599; takes on the iPhone 13 series

Google has launched the Pixel 6 series in the US. The new Google Pixel 6 launched alongside the Pixel 6 Pro feature the company’s custom-developed Tensor chip. The Google Pixel ... Read more »

With Afghanistan's economy on the brink, Taliban rely on former technocrats

Afghans walking through a market in Kabul on October 12, 2021. Not just American dollars, Afghani – the local currency – is also in short supply. (AP Photo/Ahmad Halabisaz, File) ... Read more »

Zomato apologises for employee's ‘Hindi is national language' comment after Twitter storm

Food delivery company Zomato landed in a hot soup after its employee told a customer that Hindi is the “national language” and everyone should know it. The claim is not ... Read more »

Storyboard | Are advertising agencies getting ‘vendor-zoned'?

Agency insiders say that among the factors ailing legacy ad agencies today is the fact that many independent writers and small shops make creatives, including TVCs, for about a third ... Read more »

More Than 90 Snakes Removed From Beneath Northern California Home

On October 2, 22 adult rattlesnakes and 59 babies preparing for hibernation were removed from beneath a mountainside home in Santa Rosa, California, AP News reports.  Director of Sonoma County Reptile Rescue ... Read more »

Australian Commission Says 7-Eleven Breached Privacy Laws With Data-Gathering

Convenience store company 7-Eleven breached customer privacy by gathering facial imagery data without consent, according to an Australian privacy commission, which began looking into the matter in July of 2020.  ... Read more »

5 Ways To Finance Your International Higher Education Degree

Amid the COVID-19 pandemic, the market to study abroad is set to thrive in 2022 and beyond. There is a surge in demand from students seeking to pursue higher education ... Read more »

Billionaire Supermarket Owner Warns: Food Prices Will Go Up 'Tremendously'

The owner of a New York City supermarket chain predicted the food prices will increase sharply in the coming months, with some increasing 10 percent in the next two months. John Catsimatidis, ... Read more »

Toyota Announces Plans for $1.3 Billion US Battery Plant, Expects to Employ 1,750 Workers

Toyota announced Monday it will invest $3.4 billion in automotive batteries in the United States, including nearly $1.3 billion in an unnamed battery plant that is expected to employ 1,750 new ... Read more »

The Questions You Ask Yourself Determine the Answers You Receive

Asking questions is an excellent way to not only know ourselves but also grow our knowledge. According to William McGirr & Roberto Maggio, most people lose their genuine curiosity as ... Read more »

Late And Failed Payments Are Just Another Pandemic Symptom For Businesses. Rethinking Payments Is an Easy Remedy

The COVID-19 pandemic has exacerbated the struggles of businesses in Australia and New Zealand to keep pace with the rapidly changing recurring payments landscape, resulting in lower revenue and profits ... Read more »

Lend Me Your Ears: Audio OTT In the New Normal

Music, podcasts, storytelling and other audio OTT content emerged as stress-busters for millions who were screen fatigued during the pandemic. Most platforms saw more than 20 per cent increase in ... Read more »

The Secret To Understanding And Leveraging Cryptocurrency In 2021

Cryptocurrency is a term that you’ve almost certainly heard of today. While terms like Bitcoin and blockchain are globally popular, several aspects and nuances of cryptocurrency remain complex and ambiguous. ... Read more »

Tesla Has Made the First Deliveries of Its New Model X Vehicles

Customers who ordered Tesla’s redesigned Model X are finally getting their vehicles. AdrianHancu | Getty Images A user on the Tesla Motors Club forum uploaded a video of their new ... Read more »

How Foreign Education Reshaped Itself For Indians To Get the 'Global Ticket' Post Pandemic

Students today are flocking to global destinations such as the UK, the US and Canada as prestigious universities have open doors. Students choose courses that suit their unique talent and ... Read more »

Jeff Bezos and Girlfriend Lauren Sanchez Go on a Romantic Trip After Blue Origin's Historic Flight

Last Friday, Amazon CEO Jeff Bezos and girlfriend Lauren Sanchez were spotted in a lip-locked embrace in New York City. Kevin Mazur | Getty Images According to Fox Business, the couple ... Read more »

Report: Bill Gates Was Told to Stop Emailing Female Employees

The Wall Street Journal reports that in 2008, after becoming aware that billionaire Bill Gates had sent “inappropriate” messages to a female employee in 2007, current Microsoft president Brad Smith ... Read more »

How Developing Countries Like India Can Leverage Climate Change To Leapfrog From Fossil Fuels To Clean Energy

A report released recently by the Intergovernmental Panel on Climate Change (IPCC) has warned that the earth is likely to breach the threshold of the crucial 1.5℃ warming limit in ... Read more »

Storyboard | Video app Josh ropes in Rubeena Singh as country manager

Rubeena Singh has been appointed country manager of Josh, VerSe Innovation’s short video platform. Homegrown short video platform Josh has roped in Rubeena Singh as the country manager. VerSe Innovation ... Read more »

Storyboard | Byju's 'unpaused' Shah Rukh Khan ads after brief halt

Byju’s ads featuring Shah Rukh Khan are back on air, across platforms, after a pause of four-five days. After a brief pause, it is business as usual for Byju’s as ... Read more »

Apple event: MacBook Pro price in India announced; new Apple laptops get M1 Pro, M1 Max chips

At the Apple event, the iPhone 13 maker has unveiled its all new MacBook Pro. The MacBook Pro launched at the Unleashed Apple event comes in two screen sizes. Apple ... Read more »

Apple event: AirPods 3 price in India announced; HomePod mini gets new colours

AirPods 3 launched at the Apple event come with an all-new design. The new AirPods come with an all-new contour design, which is inspired by the AirPods Pro. Apple has ... Read more »

Distinctive, affordable: Will one of these be your next watch?

The Baltic MR01 comes with an Italian calf leather strap, and is available in three dial colours: blue, silver, and salmon. Don’t believe a watch lover if he or she ... Read more »

Apple event today: Where and when to watch MacBook Pro launch in India and what to expect

Apple event titled Unleashed kicks off at 10.30 pm IST on October 18. Apple event titled Unleashed kicks off tonight at 10.30 pm IST. At the October Apple event, the ... Read more »

Jeff who?: Elon Musk's interview clip goes viral as he pips Bezos to top rich list

Elon Musk ranks 1st in the elite club of individuals who holds fortunes in excess of $100 billion. Tesla founder Elon Musk, who recently pipped Jeff Bezos to become the ... Read more »

Apple event: Mac mini with M1X chip rumoured to launch alongside MacBook Pro, AirPods 3

Apple MacBook event titled ‘Unleashed’ is a few hours away from going live. At the Apple event, the company is expected to unveil a new MacBook Pro alongside the AirPods ... Read more »

Apple event: 2021 MacBook Pro rumours reveal new M1 Pro, M1 Max chip

Apple event titled Unleashed kicks off at 10.30 pm IST on October 18. Apple event kicks off on October 18 at 10.30 pm IST and the iPhone 13 maker is ... Read more »

Storyboard | Instagram launches an ad blitz. Here's why

As part of its latest advertising blitz, Instagram will run five television commercials and 11 on-platform videos during the upcoming T20 Cricket World Cup tournament. Instagram has over 21 crore ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic