The European body's thumbs up for this process of tracking and reducing misleading advertisements
The Indian self-regulatory body honored by the European Advertising Standards Alliance (EASA)
Mumbai, 10th May, 2013: The Advertising Standards Council of India (ASCI) has won the Best Practice Silver Award at the European Advertising Standards Alliance’s (EASA) Annual Meeting held in Milan, Italy recently. The Council received this award for introducing the path-breaking initiative, National Advertising Monitoring Service (NAMS) in May 2012. ASCI had introduced NAMS to strengthen the process of tracking and reducing misleading advertisements which harm the interests of consumers.
The proactive monitoring by NAMS of print and TV ads has helped in tracking a much wider number of misleading ads month on month. In relative terms, the number of ads against which complaints were received and processed by ASCI has jumped nearly five fold from 177 in 2011-2012 to 784 in 2012-2013. Clearly, the NAMS initiative has helped in strengthening the ad self-regulation and complaint redressal process manifold.
Commenting on this occasion ASCI’s Chairman, Mr Arvind Sharma said, “ASCI through NAMS has done pathbreaking work in tracking down and removing ads which make misleading, false or unsubstantiated claims. And the EASA Best Practice Silver award is recognition by the global ad Self Regulatory Organisations (SRO) that ASCI not only follows global best practices but also helps in innovating new ones. This recognition encourages us to further strengthen the professional and ethical standards in the ad industry to ensure responsible advertising and thereby protect the interests of the consumers.”
The EASA awards were organised around EASA’s annual general meetings held in Milan which include technical meetings on self-regulation best practice and a workshop on social media.
As per the arrangement, AdEx India, a division of TAM Media Research (a JV between Nielsen and Kantor), with support from ASCI trained personnel tracks and checks on a continuous basis all newly released TV and Newspaper print ads specifically for violation ASCI’s ad code related to unsubstantiated, misleading or false claims. On an average, 1,500 TV and 45,000 newspaper adsare monitored per month under this arrangement.
The EASA Best Practice Award is presented each year to the self-regulatory organisation that has most effectively implemented an element of the EASA Best Practice Model – a set of operational standards for advertising standards bodies. The jury is composed of representatives from the advertising industry associations (advertisers, agencies and media) who are members of EASA. The EASA Best Practice Recommendations are intended to provide detailed guidance to SRO’s and industry members of EASA on how to go about advertising self-regulation. They are designed to stimulate and assist national discussions on the development of self-regulation according to the Best Practice model. The Best Practice Model was put together in 2004 and describes ten component parts of the model self-regulatory system that EASA wishes to see in place in all existing EU member states and its extended SRO membership.
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.