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Tag: Manisha Kapoor

  • Truth in real estate gets a Telangana tweak

    Truth in real estate gets a Telangana tweak

    MUMBAI: When it comes to buying a home, dreams often come wrapped in glossy brochures and grand promises. But in Telangana, truth in real estate ads just found a new guardian. The Telangana Real Estate Regulatory Authority (TGRERA) has inked a pact with the Advertising Standards Council of India (ASCI) to crack down on misleading property promotions and safeguard homebuyers.

    The Memorandum of Understanding (MoU) was signed in Hyderabad in the presence of TGRERA chairman N. Satyanarayana, IAS, members J. Laxmi Narayana and K. Srinivasa Rao, along with senior TGRERA officials. Representing ASCI were CEO and secretary-general Manisha Kapoor and director of operations Saheli Sinha.

    The partnership will see ASCI use its digital monitoring tools to spot non-compliant real estate ads across online platforms. Once flagged, these dubious claims will be escalated to TGRERA for swift regulatory action.

    “Clear and truthful advertising is central to consumer trust in the housing market,” said Satyanarayana. “With ASCI’s expertise and technology, we can act faster and protect homebuyers from misleading claims.”

    This collaboration mirrors similar successes in other states. In 2024, the Maharashtra regulator (MahaRERA) teamed up with ASCI to identify thousands of dubious property ads, ensuring action under RERA provisions. Telangana now aims to replicate and scale that success.

    ASCI’s Manisha Kapoor said, “Partnerships like these show how cooperation between regulators and ASCI can create real impact. Together with TGRERA, we’re helping ensure that what’s promised on paper matches what’s delivered on site.”

    With this alliance, Telangana’s real estate sector looks set for a transparency makeover, where ads tell the truth, and homebuyers finally get what they were sold on.

     

  • India’s ad watchdog cracks down on stealth marketing by media companies

    India’s ad watchdog cracks down on stealth marketing by media companies

    MUMBAI: India’s advertising watchdog has tightened the screws on media companies that blur the lines between editorial content and paid promotions on social media. The Advertising Standards Council of India (Asci) has introduced tough new disclosure rules aimed at stopping advertisements masquerading as news.

    Under the updated code, media outlets must now slap clear labels on any sponsored content right at the top of social media posts. Acceptable tags include “advertisement,” “partnership,” “ad,” “sponsored,” and “collaboration”—no hiding behind fine print or vague disclaimers.

    The crackdown follows a surge in consumer complaints about misleading promotions on platforms where editorial credibility runs high. With digital media increasingly serving as Indians’ primary news source, regulators are worried that undisclosed advertising is eroding public trust.

    “Several media outlets regularly post editorial content on their social media handles,” said Asci  chief executive & secretary general Manisha Kapoor. “Increasingly, we see advertisements with no or poorly visible disclosures making their way to such posts.”

    The new Clause 1.8, tucked into the “Truthful and Honest Representation” chapter of Asci’s self-regulation code, reflects growing global concern about native advertising and influencer marketing. Consumer protection authorities worldwide are grappling with how to police content that deliberately mimics editorial material.

    For media companies, the rules represent both a burden and an opportunity. Clearer labelling may initially dent engagement rates, but could ultimately protect valuable editorial brands from advertiser influence. The regulations also level the playing field with international platforms, which already require similar disclosures under local laws.

    Asci, established in 1985, monitors advertising across all media and has worked closely with government bodies including the Department of Consumer Affairs and the Food Safety and Standards Authority of India. The council’s updated code can be found at ascionline.in.

  • Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    MUMBAI: Goafest 2025’s day two lit up with sharp insights and simmering provocations during the session “Mardon Wali Baat: A discussion on Masculinity in Advertising”. Held under the banner of ASCI Academy’s report ‘Manifest: Masculinities beyond the Mask’, the panel challenged brands to move past rigid and reductive representations of men.

    Moderated by Advertising Standards Council of India (ASCI) CEO & secretary general Manisha Kapoor, the panel featured Marshan.Ink (formerly Kotak) principal Karthi Marshan, and Infectious Advertising co-founder & director Nisha Singhania.

    “Masculinity is not unidimensional—it has many facets”, said Singhania, kicking off the discussion. She stressed that the emotional complexity of men is often neglected in ad narratives, where strength is still seen through a bicep rather than vulnerability. “Men are tired of being portrayed as a ‘work in progress’ or needing to be fixed”.

    She also took aim at legacy brands. “They rely too much on past data and lack the patience to build new narratives”, she said, pointing out that India’s evolving masculinity isn’t as entitled or rigid as marketers presume. “The narrative of ‘get him married and he’ll change’ is outdated and unfair”.

    Marshan pushed for a fundamental mindset shift: “Masculinity vs. feminism is a false dichotomy—we need to move beyond gender and sexuality labels”. He challenged the belief that long-term investment alone makes a campaign successful. “Disruption works—if a brand gets attention, people will engage, regardless of target audience”.

    Echoing Singhania’s view, Marshan said, “Marketers underestimate audiences—viewers are more progressive than assumed”. He called on creatives to stop playing safe and start trusting viewers’ ability to embrace evolved storytelling.

    The session served less as a sermon and more as a mirror—reflecting both the flaws in the way men are marketed and the possibilities that await when brands loosen their grip on stale stereotypes.

  • Asci calls time on opinion trading ads: dicey bets, dodgy claims under the scanner

    Asci calls time on opinion trading ads: dicey bets, dodgy claims under the scanner

    MUMBAI — The Advertising Standards Council of India (Asci) has fired a warning shot at the fast-growing world of opinion trading, releasing a hard-hitting whitepaper titled Examining Opinion Trading in India. With more than 50 million users and Rs 50,000 crore in annual transactions, the sector is booming—but flying in regulatory grey zones.

    Opinion trading platforms let users place monetary bets on binary outcomes of real-world events—from cricket matches to political polls. While they claim to be skill-based, Asci argues that many mirror gambling platforms and carry serious risks, particularly for young and financially vulnerable users.

    Globally, these markets are regulated either as financial instruments or as betting operations. In India, however, stock market watchdog Sebi has already washed its hands off, stating in its 29 April 2025 advisory that “opinion trading does not fall within Sebi’s regulatory purview… as what is traded is not a security.”

    Meanwhile, courts are mulling over public interest litigations, and the legal status remains fuzzy. Amid this uncertainty, Asci has flagged influencer-driven ads that sell these platforms as knowledge games—without any disclaimers or warnings.

    “Opinion trading platforms raise serious concerns as their structure and mechanics closely resemble betting in some instances, and can expose consumers to significant financial risk,” said Asci CEO & secretary general Manisha Kapoor. “The advertising that accompanies these platforms often heightens the risk, with exaggerated claims of easy winnings and false assurances of reliability.  No disclaimers cautioning consumers are provided. Asci’s whitepaper highlights these risks and urges urgent regulatory clarity so appropriate steps can be taken to protect consumers from potential harm.”

    Asci is now calling for one of two outcomes: either formalise opinion trading with tight advertising guidelines, or outlaw it and clamp down on rogue promotions. The whitepaper also dives into global approaches, existing Indian laws, and highlights how current ads may be skating on thin legal ice.

    Until then, it’s a gamble—one that consumers may be taking without knowing the odds. Read the whitepaper here.

  • ASCI fine-tunes rules for health and finance influencers

    ASCI fine-tunes rules for health and finance influencers

    MUMBAI: The Advertising Standards Council of India (ASCI) has given its influencer guidelines a much-needed shot in the arm — and a dose of financial clarity. In a fresh update to its Influencer Advertising Guidelines (Addendum 2), ASCI has introduced sharper distinctions for influencers operating in the health and finance sectors.

    Previously, anyone posting about commercial goods and services in BFSI (banking, financial services, and insurance) or health and nutrition needed proper qualifications and certifications to avoid leading consumers astray. Now, the rules add a pinch of nuance: qualifications are mandatory only if influencers are dishing out technical information or advice likely to be interpreted as expert opinion.

    If it’s just generic promotion — say, an insurance company urging annual health check-ups through a lifestyle blogger, or a food influencer whipping up excitement for a health meal service — formal qualifications need not clutter their bios.

    ASCI  chief exective & secretary general Manisha Kapoor commented, “Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and health & nutrition space.”

    Influencers keen to stay out of regulatory hot water can dive into the full update here.

  • Asci AdNext Report: Indian Advertising Industry Embraces AI

    Asci AdNext Report: Indian Advertising Industry Embraces AI

    MUMBAI: At a glitzy Mumbai summit today, India’s advertising watchdog unveiled its latest deep dive into how AI is revolutionising the way brands seduce consumers. The Advertising Standards Council of India (Asci) dropped its AdNext: The AI Edition  report during the ICAS Global Dialogues Summit, delivering a sweeping analysis of artificial intelligence’s growing footprint in the advertising landscape.

    The report—crafted by design tech outfit Parallel HQ with backing from Google and Games 24X7—stitches together insights from over 27 industry heavyweights, including brand gurus, agency wizards, legal eagles and tech innovators.

    “AI presents an unprecedented opportunity for the advertising industry to connect with consumers in more meaningful ways,” said ASCI chief executive and secretary general  Manisha Kapoor.”However, this power must be wielded responsibly.”

    The findings paint a picture of an industry caught in a whirlwind romance with AI.  They highlight the optimistic outlook surrounding AI integration in advertising, with experts recognising its potential to drive efficiency and personalisation. A significant finding is the understanding that AI’s true strength lies in augmenting, not replacing, human creativity, enabling advertisers to craft compelling and nuanced narratives.

    Digital-native businesses are embracing the technology with open arms, while traditional players are finding clever workarounds to join the party. Perhaps most tellingly, the report suggests Indian consumers are surprisingly game for AI-powered advertising tricks—making the subcontinent a potential playground for experimental approaches. Recognising the need for guardrails in this rapidly evolving landscape, the report advocates for responsible AI frameworks and principles to guide the development and deployment of AI in advertising.

    ParalleL founder and chief executive Robin Dhanwani noted that “AI is reshaping industries rapidly, and advertising is no exception.” The report highlights how generative AI is democratising the playing field for small businesses that previously couldn’t afford Madison Avenue magic.

    Following the reveal, industry bigwigs locked horns in a spirited panel discussion exploring the tightrope walk between pushing AI’s boundaries and maintaining responsible practices. The chinwag featured perspectives from legal minds, tech giants and regulatory bodies on everything from data privacy to creativity concerns.

    In a separate fireside chat, additional secretary at the Ministry of Electronics and Information Technology, Abhishek Singh, waxed lyrical about AI’s transformative impact on personalised content and audience targeting.

    The report concludes with a call for ongoing dialogue among stakeholders to develop frameworks for responsible AI use—ensuring the technology serves both corporate coffers and consumer interests equitably.

  • ASCI, PSA Legal, & Tsaaro Consulting release white paper on cookie strategy for businesses

    ASCI, PSA Legal, & Tsaaro Consulting release white paper on cookie strategy for businesses

    MUMBAI: On Data Privacy Day, the Advertising Standards Council of India (ASCI) Academy, in collaboration with PSA Legal and Tsaaro Consulting, released a white paper titled Navigating Cookies: Recalibrating Your Cookie Strategy in Light of the DPDPA.

    The report offers actionable insights for businesses preparing to comply with India’s Digital Personal Data Protection Act (DPDPA) and aims to promote transparency and user trust.

    Building on ASCI’s 2023 paper Privacy and Progress: Pillars of Digital Bharat, this latest publication delves into best practices for cookie consent, data privacy compliance, and stakeholder engagement.

    A dipstick analysis conducted by Tsaaro Consulting found that only six per cent  of India’s top 50 websites, accounting for 30 billion visits in December 2024, were ready for specific consent as mandated by the DPDPA and draft DPDP rules issued on 3 January 2025.

    Key Highlights of the White Paper:

    * Compliance Gaps: Only six per cent  of major websites meet cookie consent requirements, underscoring the need for readiness efforts.

    * Granular Consent Requirements: The DPDPA calls for explicit, informed, and revocable consent for cookie use.

    * Global Lessons: Insights drawn from GDPR and international standards emphasise the importance of transparency and user control.

    * Industry Impact: The paper examines cookie practices across sectors such as e-commerce, social media, and healthcare.

    * Opportunities for Advertisers: Compliance is positioned as a competitive advantage, fostering consumer trust.

    ASCI CEO & secretary-general Manisha Kapoor noted: “On this Data Privacy Day, we are pleased to present this collaborative white paper with PSA Legal and Tsaaro Consulting. The paper aims to help advertisers understand and prepare for cookie consent practices that are both compliant with the new DPDPA as well as build consumer trust and transparency. The paper provides practical knowledge and insights to create effective cookie practices in a privacy-conscious world.”

    PSA Legal  partner Dhruv Suri remarked: “With the final DPDPA Rules on the horizon, advertisers are at a crossroads where privacy, technology, and the law converge. Once the law is better understood, the technology, i.e., cookies, will no longer be mere marketing tools but will serve as a means to strengthen customer loyalty. Global precedents can serve as the perfect roadmap to tailor strategies and navigate cookie consent management in a country that is just beginning its data privacy journey.”

    Tsaaro Consulting  CEO Akarsh Singh added: “Cookie consent is no longer a checkbox exercise; it’s a strategic element of modern advertising. The first step to creating a privacy-centric ecosystem that values the customer’s data rights when deploying cookies is to acknowledge that a gap exists between existing marketing tactics and the privacy laws and then to actively work towards bridging the gap between practicality and compliance.”

    The white paper is available for download on the ASCI website. click here

  • ASCI to host global summit for Ad self-regulation in Mumbai

    ASCI to host global summit for Ad self-regulation in Mumbai

    Mumbai: The Advertising Standards Council of India (ASCI) is set to host the International Council for Ad Self-Regulation (ICAS) Global Summit from 17 to 21 March 2025, in Mumbai. This will mark the ICAS summit debut outside of Europe and the US. The event will create opportunities for global stakeholders to engage in discussions focused on the future of advertising, new regulatory trends, and evolving standards.

    The summit will host advertising Self-Regulatory Organisations (SRO) from over 27 ICAS member countries, along with representatives of six international advertising associations and other industry delegates. The summit will also feature the ICAS Global Self-Regulation Awards, celebrating best practices in advertising self-regulation worldwide. As part of the summit, ASCI Academy will host a thought leadership event called the “Global Adda” that will see the launch of important reports and conduct discussions on the topics of future regulatory trends in advertising, diversity and inclusion with a focus on masculinities, and the opportunities and guardrails around AI in advertising.

    Besides the report launches, Global Adda will feature panel discussions, fireside chats, and networking sessions, enabling participants to delve deeper into pressing issues with leaders in the advertising regulatory space. Participating stakeholders will include international advertising SROs, regulators, industry leaders, domain experts, civil society organisations and academic institutions.

    ASCI has been significantly contributing to the global work on self-regulation. Recently, it became a founding member of the ICAS Global Think Tank at its launch event in New York. The collaborative platform is committed to promoting self-regulation, critical thinking, and research to advance responsible advertising practices globally. By joining the Think Tank, ASCI will work together on global discussions and action on advertising ethics and evolving standards.

    ASCI’s efforts have been recognised globally, receiving multiple awards at the prestigious ICAS Global Awards in recent years. The Council has also been instrumental in adapting international best practices, tailoring them to the Indian ad industry. The ASCI Academy, launched in 2023, has also been recognised for its role in capacity building and thought leadership. This includes initiatives on dark patterns, influencer marketing, diversity, and inclusion, among many others.

    ASCI VP,  ICAS & CEO, and secretary general Manisha Kapoor  said, “Hosting ICAS’s first global summit outside Europe and the US is an honour. We look forward to having global experts share their insights and learn from the Indian industry. Advertising today faces new challenges in building and sustaining consumer trust. This summit will offer an exchange of ideas and best practices that will help us drive important conversations and action in the industry.”

  • 52 out of 53 top apps in India use deceptive patterns- reveals a study by ASCI Academy & Parallel

    52 out of 53 top apps in India use deceptive patterns- reveals a study by ASCI Academy & Parallel

    Mumbai: In a pathbreaking study by the ASCI Academy, in collaboration with Parallel HQ, a leading design firm, the prevalence of deceptive patterns in popular Indian apps has been brought to light. Dark patterns are deceptive UI/UX practices that can mislead or trick users into doing something they originally did not intend or want to do. The comprehensive web report titled ‘Conscious Patterns,’ a study of deceptive patterns in top Indian apps, was unveiled during a webinar held today. The study revealed that 52 out of the 53 analysed apps employ deceptive design practices. It is important to note that the widespread use of dark patterns can impact user autonomy and informed decision-making. These apps collectively have been downloaded over 21 billion times, pointing to the potential of their consumer impact. The report also provides examples of more ethical designs used by some apps as alternatives that can be considered and a scoring tool that can aid more conscious app design. Industry body Nasscom is partnering with ASCI and Parallel to highlight various challenges and practical solutions in this space.

    The report identifies 12 distinct deceptive patterns, including privacy deception, interface interference, drip pricing, and false urgency, which are popularly used in online interfaces. Privacy deception emerged as the most prevalent deceptive pattern, observed in 79 per cent of the apps analysed, followed by interface interference (45 per cent), drip pricing (43 per cent), and false urgency (32 per cent). The results highlight the urgent need for more conscious effort in app development. In June 2023, ASCI released guidelines on deceptive patterns that are mainly used in advertising. Further, the Department of Consumer Affairs (DoCA) released its guidelines for 13 deceptive patterns in November 2023. According to the guidelines, the use of any of these prescribed dark patterns amounts to a misleading advertisement, an unfair trade practice, or a violation of consumer rights.

    Key Findings of the Report:

    1.  Four deceptive patterns accounted for 78 per cent of the total occurrences – privacy deception (24 per cent), drip pricing (19 per cent), interface interference (18 per cent), and false urgency (17 per cent).

    2.   > 80 per cent of apps exhibited deceptive patterns in the settings/ profile section.

    3.   All e-commerce apps studied made it difficult for users to delete their accounts.

    4.   Some health-tech apps—4/5, relied on creating time-based pressure (false urgency) to rush users into making decisions.

     5.  Basket sneaking was four times more prevalent in delivery and logistics apps as compared to other sectors.

    6.   The three sectors with the highest deceptive patterns per app were health tech at 8.8, travel booking at 7.2, and e-commerce at 5.3.

    7.   The lowest incidences of deceptive patterns per app were observed in streaming services at 1.8 and in the gaming sector at 2.4.

    To empower UI/UX designers and developers, the report introduces an Ethical Score Calculator, a valuable tool that allows professionals to assess the ethical standing of their apps and websites by identifying the presence of deceptive patterns. Complementing this resource is the Gallery of Inspiration, which showcases examples of flows and patterns that may be more compliant and fairer to consumers. These alternatives could be actively considered in the future development of apps.

    The event commenced with an opening note from Namrata Bachani, Director of the ASCI Academy. Following her introduction, Robin Dhanwani, founder of Parallel, guided participants through the key findings of the report, which analysed 12,000 screens from 53 top apps available in India. The report summary can be accessed here. The entire study, including the ethical score calculator and the gallery of inspiration, can be accessed at www.consciouspatterns.in

    The webinar also featured a panel discussion with esteemed panellists, including Shri Rohit Kumar Singh, former Secretary of the Department of Consumer Affairs, Ashish Agarwal, VP and Head of Public Policy at Nasscom; Robin Dhanwani, Founder of Parallel,  and Manisha Kapoor, CEO and Secretary General, who moderated the discussion. Together, they provided valuable insights into the implications of deceptive patterns for both consumers and brands, discussing the importance of greater transparency and ethical standards in the digital landscape.

    ASCI CEO & secretary general Manisha Kapoor said, “Deceptive patterns harm consumer trust and transparency in the digital ecosystem. With just the top 53 apps being downloaded over 21 billion times, the consumer exposure to deceptive patterns across apps, websites, and other digital interfaces is mind-boggling. We urge organisations to follow conscious design principles that protect the consumer’s right to make an informed choice. The gallery of inspiration and the score calculator are important resources for organizations that wish to get it right. We are extremely grateful to Parallel for being our knowledge partner and to Nasscom for supporting us in the wide dissemination of these findings and resources.”

    Parallel founder  Robin Dhanwani stated, “As tech professionals deeply committed to design, at Parallel we understand the profound impact ethical practices have on user experiences. Our research uncovers the subtle yet widespread presence of deceptive patterns in Indian apps, highlighting the need for a shift towards more transparent design practices. By championing ethical design, we not only build user trust but also drive innovation that honours consumer autonomy. I hope this report encourages makers to rethink growth strategies and put user-first thinking as the foundation of their products in the coming future.”

  • Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Mumbai: The recent Supreme Court mandate for Self-Declaration Certificates (SDC) in advertisements, effective from 18 June 2024, marks a significant step towards promoting transparency, accountability, and consumer protection in advertising practices. This directive requires advertisers and agencies to submit a certificate ensuring that their advertisements are truthful and comply with relevant regulations. Prominent industry leaders have voiced their support for this initiative, highlighting its potential to foster ethical marketing and build consumer trust.

    Indiantelevision connected with industry experts to share insights on the Supreme Court’s Self-Declaration Certificates (SDCs) mandate, focusing on how advertisers can align their marketing practices with legal requirements such as SDC submissions while genuinely prioritising consumer interests and ethical standards.

    ASCI CEO Manisha Kapoor

    “ASCI’s Advertising Advice service can help advertisers and agencies make confident declarations. To avoid challenges, ASCI urges agencies to familiarize themselves with the portal and its requirements. Prioritizing consumer interests and ethical standards is crucial for maintaining trust and transparency in advertising.”

    Think‘in Birds Communications CEO Bhavik Mehta

    “The recent Supreme Court mandate for Submission of Self-declaration Certificates (SDC) is a significant step towards safeguarding consumer interests and promoting responsible marketing. Advertisers can ensure their practices not only comply with this legal requirement but also genuinely prioritize consumer interests and ethical standards by focusing on several often-overlooked aspects. The ethical use of AI and automation is crucial to avoid discrimination and manipulation of vulnerable consumers, necessitating regular audits and transparent practices. Inclusive marketing that authentically represents diverse demographics promotes social equity and broadens product appeal. Considering the psychological impact of advertising, strategies should avoid exploiting insecurities and instead encourage well-being. Sustainable practices should be adopted not only in product promotion but also in reducing the environmental impact of advertising materials.

    Transparency in sponsorships and influencer partnerships builds trust, as does ensuring all marketing content is accessible to individuals with disabilities. Fair competition practices, cultural sensitivity in global campaigns, and a focus on long-term consumer relationships further enhance ethical standards. Encouraging employee advocacy can also provide authentic promotion and strengthen brand reputation. By integrating these considerations, advertisers can create strategies that are both compliant with the Supreme Court mandate and genuinely ethical, fostering long-term consumer trust and loyalty.”

    Puretech Digital senior vice president: delivery, operations & client engagement Parthiv Majmuda

    “Compliance with the Supreme Court’s mandate for Submission of Self-declaration Certificate (SDC) is essential, but so is prioritising consumer interests and ethical standards. At Puretech Digital, we have incorporated the SDC tracking in our operations SOP. Workflows in our project management tool have been updated to ensure all teams adhere to this before publishing.

    We view the SDC mandate as an opportunity to enhance our marketing practices, fostering accountability and genuinely benefiting consumers. This involves avoiding misleading claims, respecting consumer privacy, and maintaining transparency in our communications.

    By integrating SDC requirements into our workflows and investing in training the people, we aim to build trust and loyalty among our audience. Ultimately, it’s a collaborative effort with our clients to excel in both compliance and ethical marketing.”

    NetSetGo Media global business head Abhishek Tiwari

    “The recent requirement, by the Supreme Court for companies to submit Self-declaration Certificates (SDCs) represents a change in consumer protection and ethical marketing practices. This new rule pushes businesses to take accountability for their claims promoting a culture of transparency and responsibility. By mandating that companies back up their advertising statements the SDC system gives consumers the tools to make informed choices and levels the playing field for enterprises by discouraging deceptive tactics. This mandate is expected to encourage companies to adopt an approach to product development and testing ensuring that their claims can withstand scrutiny. While there may be obstacles in implementation the long-term advantages for consumer confidence and market integrity are considerable. This shift aligns with movements towards advertising regulations and has the potential to enhance India’s reputation, in consumer protection. As businesses adjust to this standard we can look forward to a marketplace defined by increased genuineness and consumer-focused principles.”

    Globale Media director- performance and acquisitions  Kritika Arora

    Advertisers can adopt a comprehensive and proactive approach to ensure that their marketing strategies comply with legal requirements as well as prioritize consumer interests and ethical standards. Here are some key strategies:

    1. Strict Adherence to Regulations:

    Legal Compliance: Regularly update and audit marketing practices to ensure compliance with all relevant laws and regulations. This includes timely submission of SDCs and adherence to advertising standards.

    Training and Awareness: Educate marketing teams on legal requirements and ethical advertising standards to ensure everyone understands and follows the rules.

    2. Transparency and Honesty:

    Clear Communication: Provide clear and accurate information about products and services. Avoid misleading claims and ensure all advertising content is truthful.

    Disclosures: Make necessary disclosures about product limitations, risks, and any other critical information. This builds trust and helps consumers make informed decisions.

    3. Consumer Privacy and Data Protection:

    Data Security: Implement robust data protection measures to safeguard consumer information. Use encryption, anonymisation, and access controls to prevent data breaches.

    Consent: Obtain explicit consent from consumers before collecting and using their data. Provide easy-to-understand privacy policies and allow consumers to opt out of data collection.

    4. Ethical Advertising Practices:

    Ethical Guidelines: Develop and enforce ethical guidelines for advertising that prioritise honesty, respect, and fairness. Ensure advertisements do not exploit vulnerable populations or promote harmful behaviours.

    Cultural Sensitivity: Be mindful of cultural differences and avoid content that could be offensive or inappropriate in different cultural contexts.

    5. Consumer-Centric Approach:

    Value Proposition: Focus on creating advertisements that genuinely add value to consumers’ lives. Highlight how products and services can solve problems or enhance their well-being.

    Feedback Mechanisms: Establish channels for consumers to provide feedback on advertisements. Use this feedback to improve future marketing practices and address any concerns.

    6. Social Responsibility:

    Community Engagement: Involve the community in marketing campaigns and demonstrate a commitment to social responsibility. Support social causes and ensure that marketing messages reflect positive societal values.

    Sustainable Practices: Incorporate sustainability into marketing strategies. Promote environmentally friendly products and practices, and transparently communicate efforts towards sustainability.

    This holistic approach not only builds consumer trust and loyalty but also strengthens the brand’s reputation and integrity in the marketplace.

    Korra India CEO Saket Vaidya

    “We are very positive about the Supreme Court’s mandate for Self-declaration Certificates (SDC), viewing it as a vital measure to promote responsible advertising and protect consumer interests. Such safeguards have long been in place in mainstream advertising, and now, with this mandate, digital media will also receive these essential guardrails. Digital media has rapidly grown, with platforms like YouTube reaching a larger audience than many traditional TV channels. With 70 per cent of India’s population accessing digital content due to affordable and accessible data, and the advent of 5G facilitating richer communications, the digital sector’s impact is profound. The e-commerce boom has further extended its reach to 99 per cent of India’s pincodes. This mandate is a clear acknowledgement that digital marketing now plays a pivotal role in the industry, ensuring consumer protection as the digital economy continues to thrive.”  

    The InterMentalist founder Shivashish Tarkas

    Shivashish

    The recent Supreme Court mandate for the Submission of Self-declaration Certificates (SDC) is a welcome move to protect consumers from any misleading advertisements. The advertising world has progressed rapidly in the digital era and hence it’s essential to have protocols in place.

    Implementation requires clear regulations, confidentiality measures, and a robust platform infrastructure capable of handling diverse data. The industry will need time to adapt to the proposed system.

    Ambiguity pervades the industry currently, but clarity is anticipated as time progresses.

    Conclusion

    The Supreme Court’s requirement for Self-Declaration Certificates marks a big step in promoting fair advertising and protecting consumers. Advertisers must follow this rule by being clear, accountable, and ethical in their practices. This approach not only builds trust with consumers but also helps create a more honest marketplace. Insights from industry leaders offer practical ways to navigate these new rules and uphold high standards in advertising.