Airtel versus ASCI: Ad campaigns under scrutiny for third time

Telecom operator Bharti Airtel's run-in with the Advertising Standards Council of India (ASCI) over claims made in its commercials is not new. On Friday, the country's apex ad regulator asked Airtel to modify its on-going ‘Fastest Network’ ad campaign, the third straight year that ASCI had asked Bharti Airtel to modify its ads.
 
In 2016, Bharti Airtel was pulled up for its ‘Open Network’ ad campaign, where it claimed it was the first operator to make its entire network public and was, therefore, the best. In 2015, Airtel’s much-hyped ‘4G Speed Challenge’, launched when the telecom operator began its 4G services in the country, also ran into trouble with the regulator.

 
Best known for introducing model Sasha Chettri to the masses, Airtel had claimed in the 2015 ad campaign that its 4G network was the fastest ever. It also said it would pay the mobile bills for life of those who were using rival networks that were faster than its own network.
 

While ASCI had sent a notice to Bharti Airtel back then following complaints it had received against the ad, this time, it was a letter written by rival Reliance Jio Infocomm that prompted ASCI to act.
 
In the complaint, filed on March 20, Reliance Jio had said Airtel’s ongoing ad campaign was misleading and that action should be taken against it.

 
In the ads, Airtel claims that it is ‘officially India’s fastest network’ based on findings by network testing agency Ookla LLC.
 
In its order on Friday, ASCI ruled that the ads contravened the body’s advertising code as well as guidelines on disclaimer clauses. “We have advised the advertiser to modify appropriately or to withdraw the said TVC and the website advertisement by April 11,” ASCI said.
 
While Airtel has contested ASCI’s decision saying it does not agree with the regulator, Ookla has stood by its findings saying they were validated thoroughly.
 
Going forward, Airtel is expected to file an appeal against the order in the coming days, indicating that the curtains are not down yet on the issue. ASCI had fast-tracked the matter following Reliance Jio’s complaint a fortnight ago. A Fast Track Complaints Committee of the body had upheld Jio’s complaint on March 29 following which the regulator issued its directive to Airtel.