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<ul><li>Expert panel will offer non-binding advice, at a pre-production stage, on advertising claims and depictions</li><li><keyword id="169284" type="General" weightage="100" keywordseo="asci" source="Orion">ASCI</keyword> will help advertisers mitigate the risk of ads being misleading, offensive, unfair or unsafe, and ensure more responsible advertising.</li></ul>In order to aid responsible advertising practices and help brands be more mindful of the claims they make in their campaigns, the <keyword id="120108" type="General" weightage="20" keywordseo="Advertising-Standards-Council-of-India" source="Orion">Advertising Standards Council of India</keyword> (ASCI) has launched an “Advertising Advice” service. This paid service is open to all members and non-members of ASCI. It will point out to advertisers and marketers, at the campaign planning stage, if their claims could potentially violate any ASCI code or guideline. This will help them to take corrective action at the pre-production phase and will guide them to substantiate the claim and align the creative basis the ASCI code. As a self-regulatory body, ASCI aims not just to be an industry watchdog, but also help protect consumers from objectionable ads in the first place. For the advertisers, it provides confidential quick expertise to help them make more responsible advertising. Advertisers will be able to modify claims and depictions at the pre-production stage itself, thus saving them effort, money as well as possible loss of reputation once the advertisement is already in the marketplace. The service aims to help advertisers balance creativity with responsibility and is being offered in line with best global practices followed by different self-regulatory organizations. What is quite unique in the <keyword id="12147393" type="General" weightage="20" keywordseo="asci-advertising-advice" source="Orion">ASCI Advertising Advice</keyword> service is that the Advertising Advice panel will also include technical experts in different specialties who can examine the claim and evidence for technical claim support. It is important to note that this service is not intended to be a pre-clearance, and advertisers may use the advice to better their ads in a manner they deem fit. The Advertising Advice provided by the technical team and subject experts will not be a pre-clearance of the advertisement and neither is it a guarantee against complaints being filed by consumers. However, the service is expected to mitigate the risk of advertising being misleading, offensive, unsafe or unfair. ASCI will process any complaints they receive against such ads as per its normal process. The advisory panel for Advertising Advice service is completely different from the complaints process to avoid any potential conflicts. <keyword id="212022" type="General" weightage="20" keywordseo="subhash-kamath" source="Orion">Subhash Kamath</keyword>, Chairman, ASCI, said: “As ASCI steps into its next phase, the Advertising Advice service will be a crucial element in the cause of self-regulation. The service gives brands a chance to better prepare their campaigns and mitigate reputational risks. While there is no guarantee that consumers will not raise a claim against a brand, the advisory does help brands take steps to ensure that their campaigns don’t violate any norms formulated to protect consumer interest. We believe that this advisory service will provide the necessary support to the advertising ecosystem to create more responsible ads without affecting creativity.” <keyword id="771216" type="General" weightage="20" keywordseo="manisha-kapoor" source="Orion">Manisha Kapoor</keyword>, Secretary-General, ASCI, said: “The advisory can be used by brands to great effect while planning their campaigns. Brands wish to be competitive and push the boundaries of claims. With this service, we can support advertisers to make strong claims while not crossing the all-important lines of honesty, decency, fairness and safety. An external scrutiny by experts at the pre-production stage can add tremendous value to campaign development. Post release of the campaign, any stoppage can cause significant disruption and cost for an organization. But by making this a part of the way advertisers think of campaigns at an early stage, such risks can be mitigated. We see this as a win-win for advertisers and consumers, who then get exposed to fewer problematic ads.”

ASCI launches 'Advertising Advice' to help advertisers mitigate the risk of ads being misleading or offensive and ensure more responsible advertising

<ul><li>In the last few years, we have seen numerous instances of brands having to pull off ads after having offended people for various reasons.</li><li>Over the past 3 years, <keyword id="169284" type="General" weightage="50" keywordseo="asci" source="Orion">ASCI</keyword> received 1,759 complaints against 488 advertisements. It undertook a deep dive to identify trends in such complaints in order to deconstruct, not only the messaging that was found objectionable, but also the articulation of the complaint along with desired action asked for and came up with a report.</li><li>The report uncovered six major triggers knowing about which could help advertisers plan campaigns better.</li></ul> In recent times, several advertisements have faced controversy with various individuals or groups objecting to them. Given the sensitivity of our times, the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> industry has had its work sharply cut out. The <keyword id="120108" type="General" weightage="20" keywordseo="advertising-standards-council-of-india" source="Orion">Advertising Standards Council of India</keyword> (ASCI) has been receiving hundreds of complaints every year against advertisements that people in India find offensive. Based on 1,759 complaints against 488 advertisements over the past three years, ASCI undertook a deep dive to identify trends in such complaints in order to deconstruct, not only the messaging that was found objectionable, but also the articulation of the complaint along with desired action asked for. The ads covered include those that may not necessarily be in violation of ASCI codes, but nevertheless offended people/ groups. The result: A report on ‘What India Takes Offence To’, which uncovers six major triggers. Socially undesirable depictions for commercial gains: Some ads were seen to reinforce depictions of society that perpetuated unhealthy practices or beliefs for the sole purpose of commercial gains. For example, ads that promote stereotypes such as fair skin, certain body shapes or ads that create undue pressure on parents and kids in the field of education. Inappropriate for children: This category had ads, mostly viewed at prime-time, that seemingly provoked children’s interest in ‘adult life’, particularly in the idea of sexuality and physical intimacy. The complainants were largely embarrassed or concerned parents. Ads where people seemingly crossed cultural boundaries: Depiction in these ads seemed to cross boundaries set by society or to make fun of what was considered sacred in our culture. Individualist depictions, particularly of youth and women, were key triggers. Many ads that showed intergenerational dynamics in non-traditional ways were also considered problematic by some people. Advertising mocking men: Ads where men were depicted in a negative or poor light, even in humorous or introspective ways, were considered offensive by some. Hurting religious sentiments: Ads portraying mixed religious narratives, depictions of new interpretations of traditions or the use of religious and cultural motifs in a humorous manner became a trigger point. Complainants questioned the intent of the ads and felt the need to guard against ‘conspiracies’. Depicting unpleasant realities: Everyday realities, when depicted in an in-your-face manner, triggered complaints from consumers who preferred a more sheltered and ‘civilized’ version of realities. Showcasing death, raw meat or blood tended to raise the hackles of these complainants. <keyword id="771216" type="General" weightage="20" keywordseo="manisha-kapoor" source="Orion">Manisha Kapoor</keyword>, Secretary General, ASCI, said: “Being in direct touch with the complainants gives ASCI a unique vantage point to understand what people find offensive in advertising. We are sharing these insights with our stakeholders to help advertisers plan campaigns better and be more cognizant of consumer sentiment.” This report makes observations that could help advertisers plan campaigns better. These include easy fixes, such as planning media placements with greater awareness and sensitivity, and also alterations to depictions that are peripheral to a film’s script but may have the potential to lead to objections. There would also be instances of brands deciding to stand firmly behind their advertising, particularly when it represents the core of their philosophy. <keyword id="212022" type="General" weightage="20" keywordseo="subhash-kamath" source="Orion">Subhash Kamath</keyword>, Chairman ASCI said, “At ASCI, we believe our role is not just to police the narrative but to also constantly add value to the industry by guiding our members towards more responsible advertising. These kinds of reports, along with initiatives like our ‘Advertising Advice’ service will help the industry a lot in that direction.” The Advertising Advice is a paid-for service, available to both members and non-members, and helps advertisers and brands understand, at the campaign planning stage itself, whether their claims are exaggerated or not. It helps them identify whether an advertisement potentially violates any ASCI guidelines. A panel of technical experts from the relevant field help the advertiser examine their claim and the evidence for technical claim support.

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ASCI launches 'Advertising Advice' to help advertisers mitigate the risk of ads being misleading or offensive and ensure more responsible advertising

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Here's what India takes offence to in ads according to ASCI

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