ASCI launches ‘Ad Advice’ for brands to check code violation

Before you put out an advertisement, how about running it past us to ensure it does not violate the codes of the Advertising Standards Council of India (ASCI)? That’s the message ASCI, which is a self-regulatory body, has sent out to brands with the launch of an “Advertising Advice” service.

A paid service available to both members and non-members of ASCI, it will point out to advertisers and marketers, at the campaign planning stage, if their claims are misleading or exaggerated, or if the ad is objectionable or potentially violative of ASCI guidelines in any way. A pay-per-advice model would be followed and the schedule plus cost of the service would be shared soon, says ASCI.

“The Advertising Advice service will be a crucial element in the cause of self-regulation,” says Subhash Kamath, chairman, ASCI. “The service gives brands a chance to better prepare their campaigns and mitigate reputational risks.”