ASCI brings norms for auto, foods & beverages ads

Advertising Standard Council of India (ASCI) today said it has introduced guidelines for automobiles and foods and beverages advertisements to ensure healthy practices while communicating with the masses   

"The recent set of guidelines for automotive vehicles and food and beverage seeks to make advertising content safer and healthier for the general public," ASCI Secretary General Alan Colaco said in a statement.    

The advertising regulatory body said the new code is directed at promoting safe practices such as wearing of helmets, fastening seat belts and not using mobile phones while driving.
    
"The recently introduced guidelines prohibit portraying of traffic rules violation in any manner, showing reckless speed or manoeuvrability that could harm the driver, passengers or general public," it said.
    
Besides, the code also discourages showing stunts or actions without a readable cautionary message on the potential dangers of the stunt, it added.
    
"ASCI realises that cut throat competition among products and the need for uniqueness can sometimes lead to senseless exaggeration and depiction of unsafe practices," Colaco said.
    
As per the guidelines on advertising of foods and beverages, ASCI says it prohibits depicting personal changes in intelligence, physical ability or exceptional recognition without substantiating it scientifically.
    
It says that nutritional and health benefit claims in food and beverage advertisements are required to be substantiated scientifically, including food products nutritionally designed as a meal replacement.
    
The code prohibits advertisements and promotions from portraying over consumption, visual presentation of food and beverage to be any different from its actual material characteristics, it added.