ASCI monitors 55 ads in May for possible misleading claims

NAMS set up with an aim to discourage companies from making false claims in their commercials

Industry watchdog Advertising Standard Council of India (ASCI) today said it has identified 55 commercials by companies and brands in May which could be misleading and false in nature.

The advertisements have been identified by ASCI's National Advertising Monitoring Service (NAMS), which was set up with an aim to discourage companies from making false claims in their commercials.

"Launched with a mission of reducing misleading advertisements by ASCI in partnership with AdEx division of TAM, NAMS monitored 40 prints and 15 TV commercials during May," ASCI said without naming the advertisers.

According to ASCI Secretary General Alan Collaco these ads will be taken up by the Consumer Complaint Council next month.

"We have asked the advertisers to provide proof of substantiation of the claims made by them," he said.

This is a huge jump in the first month of proactive monitoring as before NAMS was set up there were only 177 ad complaints in whole of fiscal 2011-12.

"This is as much as 31% of advertisements to be processed in just one month of what was done in 12 months," ASCI said.

The watchdog expects marketers and advertisers to adhere to self regulatory code of conduct.

"We now expect to see significant reduction in ads making misleading, false or unsubstantiated claims in the future with start of NAMS and consumers in India will benefit immensely," ASCI Chairman I Venkat said.

As per ASCI's agreement with TAM Media Research, AdEx India identifies ads which are in potential violation of Chapter 1 of ASCI code.

AdEx India monitors newly released advertisements in sectors like auto, banking, financial services, insurance, FMCG, consumer durables, educational institutions, health care products and services, telecom and real estate.

The scope of work covers the tracking of more than 30 newspapers (all editions) which contribute to over 80% of national newspaper readership and all TV Channels across the country in all Indian languages.