ASCI initiates pilot projects for tighter screening of Online ads

Online advertisements are increasing and so are the ‘misleading’ and ‘false’ claims. In a move that can be a game changer for the future, Advertising Standards Council of India (ASCI) has initiated pilot projects to screen advertisements on the virtual world.  Radio ads too will be scrutinized but the priority will be advertisements being published on the e- route. 

The current set of frame work which is available for all other mediums applies to online advertisements but the outcome of these projects would lead into a tighter screening on the internet.  

 

The pilot projects are in initial stages and outcome would see emergence of clearer frame work for scanning of online advertisement. This seems to be a tough task but given the rise online advertisements have seen, this was need of the hour, says ASCI chairman Arvind Sharma. “This is huge task with many complexities so this will take time but we have initiated some pilot projects and are waiting for the outcome,” he said.    

 

The size of the advertising market (media spend) in India is estimated to be around Rs.30,800 crore, according to industry data. While the pie of online advertising currently is at about 8-9% of the total industry but this is expected to zoom into higher double digits figures this year.

 

According to Sharma the bigger challenge would be to screen online advertisements as one only needs an internet connection  to put out advertisements compared to the other mediums like print television etc. 

 

“There are issue with various levels of firewall which have been created and other such complex matters for the online advertisements. Then there are some restrictions by government so we are evaluating all the hurdles and possibilities in the projects that we have undertaken and this is certainly being given prime importance as we are aware of the potential of online advertisement in era of internet,” he added.  

 

Another senior official of ASCI explained how some of the ads which were being complaint about on TV continued on their websites. “Education sector receives largest number of complaints and there is a case where the university claims to be India’s largest but when asked to substantiate with proper documents the university could not. It might so happen they are continuing on their website with the same ad .

So the screening would become tighter with as less loop holes as possible,” the person said requesting anonymity of the particular education institute being talked about as the matter was still being scrutinized.    

 

The trend of complaints seems to be very similar to those of any other medium in India as of now. Education, healthcare is seeing more complaints while financial products stay at a lower rank. While the internet advertisement penetration is still low in India compared to countries such as US and UK, but it is accelerating at a higher speed, says the ASCI official. “The number of financial ad complaints is on downtrend as people are becoming more aware and the same effort is being done to have tighter screening on the web space,” the person added.