ASCI issues new disclaimer norms for TV, digital ads.

• Advertising Standards Council of India (ASCI) has updated its Guidelines for Disclaimers made in advertisements.
• Key highlights of new guidelines
  • Companies will now have to ensure disclaimers should be kept to a minimum and avoid long and complex format with large blocks of text and difficult words which can be a deterrent to viewers.
  • Duration and readability of a disclaimer in a television commercial, or other video advertisements on digital platforms, should be clear to the consumers.
  • There should not be more than one disclaimer in a single frame of an ad.
  • For regulatory requirements where the disclaimer exceeds two lines additional hold duration should be accounted for.

About ASCI

• The Advertisement Standards Council of India (hereinafter, “ASCI”) was established in the year 1985 under Section 25 of the Companies Act, 1956.
• It has been defined as a “voluntary, self-regulatory council” which has been registered as a non-profit company.
• The ASCI team consists of a Board of Governors, members of the Consumer Complaints Council and a Secretariat.
• The Board of the ASCI consists of a governor and 16 members, which comprise of members of reputable firms including media agencies, advertisers and other individuals involved with the advertising business.
• It is important to note that the ASCI is not a government body and is not responsible for formulating rules for the general public.
• The Consumer Complaints Council is the body responsible for examining and investigating complaints from consumers and the public at large in relation to any contravention of the Code of Conduct of the News Broadcasting Associations and advertisement ethics.