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Tag: Manisha Kapoor

  • ASCI Academy launches ‘Responsible Influencing E-learning Course’

    ASCI Academy launches ‘Responsible Influencing E-learning Course’

    Mumbai: ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has introduced the ‘Responsible Influencing Course’ e-learning certification, designed to support content creators be compliant with the ASCI code and the law, and uphold ethical standards and transparency in the influencer marketing industry.

    The interactive, two-hour course is broken into 21 small snippets which cover diverse topics. These include, shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, providing a nuanced understanding of the ASCI code and guidelines with relevant case examples. Additionally, the course addresses regulatory and platform-specific guideline requirements. A dedicated section focuses on the power of disclosures addressing issues like who should disclose, how and why to disclose and the specific requirements for disclosures. There are other interesting topics like influencer archetypes, brand engagement checklist, and more, ensuring an overall engaging and exciting learning experience.

    In today’s digital age, creators play a pivotal role in shaping consumer perception and behaviour, making them essential partners for advertisers seeking to reach broader audiences. The course is crafted to equip influencers, content creators, agencies and influencer marketing experts with the knowledge and skills needed to navigate regulatory standards, maintain audience and brand trust, and ensure that they are on the right side of ethical advertising. Upon successful course completion and assessment, participants will be awarded the ‘Responsible Influencing Certificate’. This certificate signifies their dedication to ethical endorsement practices and proficiency in adhering to responsible influencer guidelines, enhancing their professional credibility within the industry.

    ASCI CEO & secretary general Manisha Kapoor said, “With so many young and new content creators, it is an exciting time for the advertising industry. It is important that consumer and brand trust remains high in this exciting channel of communication. We want to support influencers to stay on the right side of advertising regulations and codes, so that they are able to keep themselves safe, and have a long and sustained career. With increased scrutiny on influencers and content creators, it is important that they build familiarity with the rules and regulations that surround advertising. The course simplifies the regulatory landscape, and influencers who take the course can be more confident in their endorsements. We also expect brands to prefer creators who have shown their commitment to honest influencing by doing this course.”

  • CCPA and ASCI join hands to strengthen Advertising Regulation in India

    CCPA and ASCI join hands to strengthen Advertising Regulation in India

    Mumbai: The Department of Consumer Affairs (DoCA) and The Advertising Standards Council of India (ASCI) both operate with a mutual goal of protecting consumer interests. This objective is central to the missions of both ASCI and the Central Consumer Protection Authority (CCPA) when it comes to the issue of misleading advertisements.

    It is noteworthy that ASCI’s code and associated guidelines in the area of advertising are harmonious with several guidelines enforced by the Central Consumer Protection

    Authority. These encompass guidelines concerning misleading advertisements, dark

    patterns, influencer guidelines, coaching institutes, greenwashing and more.  In light of this alignment, the CCPA has recognized that any violation of ASCI’s code pertaining to misleading advertisements may potentially contravene the Consumer Protection Act of 2019 and its related guidelines.

    Therefore, the CCPA has requested ASCI to forward any advertisement that is non-compliant with the ASCI Code and could potentially violate the Consumer Protection Act, 2019, along with its accompanying guidelines, to CCPA for appropriate action. Any such case escalated by ASCI concerning misleading advertisements will be promptly addressed and handled in strict accordance with the Consumer Protection Act 2019 by the CCPA.

    This collaboration comes amidst the growing complexity of the advertising landscape, especially with respect to digital advertising. Commenting on this development, Shri Rohit Kumar Singh, Secretary DoCA said, “The alignment between ASCI’s code and CCPA’s guidelines highlights a collective effort towards promoting transparency and fairness in advertising. With similar objectives, CCPA and ASCI can work in complementary ways to ensure that any infringements are addressed effectively. New challenges are being created by digital advertising, and keeping pace demands a collaborative approach with like-minded bodies.  Regulators working closely with self-regulators is an established best practice, and we hope that with this partnership, the regulation of Indian advertising keeps getting more effective. Where voluntary compliance with the CCPA guidelines is not forthcoming, or in the case of repeat offenders, the CCPA has the power to impose fines and penalties. We will not shy away from enforcing the provisions of the Consumer Protection Act as needed.”

    ASCI CEO and secretary-general Manisha Kapoor said, “We have been working closely with DoCA and CCPA on several issues, and we are truly delighted to deepen this relationship.  ASCI has deep expertise and specialization in advertising regulation and we thank CCPA and DoCA for their trust and their collaborative approach. A robust self-regulatory system helps all stakeholders and this partnership is a positive step in taking self-regulation to the next level.”

    DoCA and ASCI have, in recent times, held joint consultations and collaborations on several issues surrounding advertising such as Influencer Guidelines, Greenwashing, Dark Patterns and Surrogate Advertising, creating greater dialogue and alignment between industry, civil society and regulators. Advertising self-regulators around the world work closely with governments in models of co-regulation in formal and informal ways. Given the complex nature of advertising today and the borderless nature of the online space, issues like disguised advertising, deepfakes and scams are coming to the fore, such partnerships gain significance in effective advertising regulation.

  • ASCI joins hands with Lexplosion on whitepaper, “Privacy & Progress: Pillars of Digital Bharat”

    ASCI joins hands with Lexplosion on whitepaper, “Privacy & Progress: Pillars of Digital Bharat”

    Mumbai: To understand the implications of Digital Personal Data Protection  Act (DPDPA) in advertising, the Advertising Standards Council of India (ASCI) in collaboration  with legal firm Lexplosion released a whitepaper, titled “Privacy & Progress: Pillars of Digital  Bharat,” at an event in Mumbai. The whitepaper aims to empower stakeholders with  actionable knowledge to thrive in the evolving digital landscape.

    The event also featured insightful panel discussions with experts aimed at addressing the  implications of the DPDPA and its impact on businesses, consumers, and the internet  ecosystem at large.  

    The whitepaper, “Privacy & Progress: Pillars of Digital Bharat” articulates the stupendous  growth and opportunities that the internet has provided for business and individual growth  across town class and social strata while reflecting on the growing privacy concerns amongst  consumers. The whitepaper is based on insights gleaned from diverse perspectives, offering  a holistic understanding of the DPDP Act’s implications for advertisers.

    Advertising is the fuel that allows for low/no-cost internet access and is an integral part of  this ecosystem. The paper delves into the aspects of preparedness of Indian advertisers for  the new Act and articulates the challenges and opportunities ahead. It provides stakeholders  with guidance on navigating the labyrinth of compliance requirements while fostering a  culture of privacy-sensitive innovation. The white paper sheds light on the need for consent  which is informed, but also meaningful. To navigate issues such as consent fatigue, and ease  of use, and to provide personalised and more meaningful experiences, the white paper  suggests that privacy needs to be an integral part of design and advocates for privacy enhancing technologies to be adopted. This would ensure that advertisers not only comply  with regulatory mandates but also cultivate trust and credibility among consumers. The  paper highlights the need for an approach that balances privacy and progress, both of which  are fundamental to a vibrant and sustainable internet economy.  

    The White Paper also encapsulates insights on this complex issue, gathered from a cross section of businesses across sectors including organisations such as HUL, Google, Dream11,  Pepsico, MakeMyTrip, White Rivers Media, Pidilite, UB and Leadsquared.

    ASCI CEO & secretary general Manisha Kapoor said, “The DPDP Act is a significant  milestone in India’s digital landscape, underlining the critical importance of data  protection and consumer rights. For a thriving internet-based economy, advertising is a  huge enabler, and we need to provide solutions that respect consumer privacy without  creating friction for end users and businesses. All stakeholders need to be in constant  dialogue to collaborate on approaches that are native, transparent and fair, even as the  internet and its uses rapidly multiply. ASCI is committed to facilitating discussions and  providing guidance on advertising-related matters to ensure a fair and vibrant digital  future for India.”

    Lexplosion founder Indranil Choudhury said “We are delighted to have collaborated  with ASCI on bringing this very important and timely whitepaper. We have been working  with our clients for the past few months in fine tuning the strategies that go into DPDP  compliance. We have shared insights and understanding from our work with various  advertisers that can guide the industry in this regard. Such conversations and  whitepapers go a long way in building dialogue, supporting compliance, and  collaboratively paving a way for the future.”  

  • ASCI fortifies guidelines for qualification of brand extension of restricted categories

    ASCI fortifies guidelines for qualification of brand extension of restricted categories

    Mumbai: The Advertising Standards Council of India (ASCI) has updated its guidelines for ‘Qualification of Brand Extension-products and services’ under the restricted category prohibited from advertising by law. These modifications have been detailed in Chapter III Clause 3.6 (a) of the ASCI code, and specifically target brand extensions associated with restricted categories such as liquor and tobacco.

    While ASCI had in place specific guidelines for brand extension, which were modified a few months back, it was felt necessary to further strengthen these in view of mega-budget celebrity campaigns during high-profile sporting events in India. ASCI’s current guidelines provide for brand extensions to cross certain thresholds of business, investment or distribution criteria for them to be considered genuine extensions. ASCI has now added specific criteria also for advertising spends in relation to turnover of the said extension.

    Key Features of the New Code for Brand Extensions:

    1.    Advertising spends have to be in proportion to sales turnover of extension: ASCI has mandated that the advertising budget for genuine brand extensions of restricted master brands has to be commensurate with the extension’s sales turnover. The proportions for the ad budgets are capped at 200 per cent (ie. not more than 200 per cent) of the turnover in the first two years of launch of the extension, followed by 100 per cent (i.e. not more than 100 per cent) of revenue in the third year, 50 per cent in the fourth year, and 30 per cent thereafter. The advertising budget includes media expenditure across all forms of media in the previous 12 months, payments to celebrities for brand endorsements on an annualised basis, and the annual average money spent on advertising production for the brand extension in the previous three years.

    This measure will ensure a balanced approach to advertising investment in alignment with the extension’s sales performance over time.

    2.    Treatment of Variants under Brand Extension: For clarity, any variants launched under the brand extension will not be considered as a fresh extension. The original date of the first brand extension will apply.

    3.    Certification by Reputed CA Firms: To ensure genuine compliance, all evidence supporting the brand extension’s qualifications for advertising must be certified by a reputed and independent CA firm.

    4.    If a brand extension of a parent brand that is under one of the restricted categories don’t meet the updated qualifications, ASCI will not consider it to be a genuine extension, but a surrogate created to advertise a restricted category. ASCI’s updates will contribute to maintaining the integrity of advertising in India, upholding ethical standards, and protecting consumers from misleading practices.

    Throwing more light on the amendment to the fresh changes to the Brand Extension Guidelines ASCI CEO and secretary general Manisha Kapoor said, “As part of our ongoing commitment to consumer protection and ethical advertising, ASCI has introduced these new additions to the brand extension guidelines. These measures are essential to prevent the misuse of brand extensions as surrogates for advertising in restricted categories. We believe that these guidelines will strengthen the integrity of advertising in the industry.”

  • Research study of ASCI & UA launched on diversity and inclusion at D & I Summit have deep-rooted meaning for future advertisers

    Research study of ASCI & UA launched on diversity and inclusion at D & I Summit have deep-rooted meaning for future advertisers

    Mumbai: ASCI (The Advertising Standards Council of India) and UN Women convened the Unsterotype Alliance (UA) launched their collaborative study on Diversity and Inclusion (D&I) in the Indian advertising world. The report is prepared by ‘Kantar’ a global brand research partner to study critical components in the corporate world pertaining to ESG. ESG (Environmental, Social, and Governance) are the important parameters on which the foundation of a modern company is based. The joint report by D & I representation along with ASCI highlighted some keynoting which is attributed to diversification of the workplace without any discrimination on based on caste, religion, colour, creed, social status, gender, sexual orientation, etc. To discuss this issue notable people came together to push awareness of D & I brands. Filmmakers, journalists, LGBTQ workers, corporates, and artists were presented at the venue.

    As need of an hour Diversity and Inclusion D&I data unveils new insights of new Indian advertising standards which are ‘ Inclusive’ in nature. In the last few years, digital transformation made some robust changes in advertising. Regardless of platform whether it is online, offline, print, digital, or in audio-video format. Starting from after the colonial period till now advertising standards have changed over a period of time. For example, the short duration of advertising TV commercials has to deliver a social message along with product specifications along with its advantages. However, the advertising council promotes maintaining the dignity of different sections of society across demographics.

    The inclusive nature of advertising helps the brand to promote fairness and safety in the workplace and create a favorable atmosphere. This report mapped diversity in 28 countries with key dimensions over different D & I parameters.

    As per data suggest 33 per cent of consumers across the world, and 48 per cent of Indians expressed the need for inclusivity. This changing atmosphere helps brands to take necessary steps for inclusivity in brand promotion and awareness. A sample size of observations taken from Ads aired from October 2023. Coupled with the extensive analysis of Kantar extensive analysis of advertisements indicates the steady improvement in DEI in India. In advertisements representation of diversity with regards to LGBTQ (Less than 1 per cent), people with disabilities (less than 1 per cent), and senior citizens (4 per cent) which is less than expectations.

    While women’s representation in advertisements the sticky stereotype image is considerable size in several advertisements, key findings suggest the quick redressal of the problem. To throw some light on inclusivity, more women are portrayed with fair skin tone (58 per cent vs 25 per cent of men on screen), Less diverse physical appearance (39 per cent were shown as slender vs 16 per cent of men on screen), Low nontraditional roles (17.5 per cent of women depicted as sole caregiver vs 3.5 per cent characters), and less authoritative (with male characters three times more authoritative than their female counterparts.) Specifically, women tended to be shown as younger with 86 per cent between the age bracket of 20 to 39 years of age compared to 62 per cent of men.

    An important question arises when the diversity metrics are evaluated in line with the ROI (Return on Investments) of the advertisements. At the end of the day the advertisers try to explore all available opportunities with an assessment of D & I advertisement content along with its ROI. Gradually the bundle of creative advertisements can have a positive impact with progressive advertisements. In the last few years target consumers (TC) expect to see reformed advertisements to promote inclusivity. The Study of Unsterotype Metrics or UM, designed by Unsterotype Alliance with ‘Kantar”. This research study uses imperial data to understand the impact on ROI for brands with reformed inclusive advertising.

    The reason for promoting inclusivity at the summit is to understand ‘Unity in Diversity’. Notwithstanding in today’s advertising world, it is difficult to measure the indirect nature of biased advertisement. To promote fair and transparent advertising research needs to understand brand practices, case studies, different demographics, target audiences, products, D & I in changing times. Customer-centric perspective can help the brand reach grass root level.

    While commenting on brand and society inclusion, ASCI CEO and secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society, Indian advertising is missing with diverse and inclusive narratives that can provide a real edge to brands as can be seen in the study. Along with the Unstereotype alliance and other partners ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Despite the limitations of advertising good advertisements can create an impact in the minds of consumers. Not only does it help the brand to sustain but encourages brand ‘Recall’. It is invisible goodwill that can be amplified through sustainable brand awareness with ESG. The mandatory compliance of ESG helps to promote the brand without any malpractices.

    For future advertisers, it can create a significant impact on the way of advertising in Indian society.

    (With inputs from ASCI & UA, Kantar Summit report key findings)  

  • ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    Mumbai: The Advertising Standards Council of India (ASCI) and the UN Women convened Unstereotype Alliance (UA), launched their collaborative study on Diversity and Inclusion (D&I) in Indian advertising. The report, prepared by Kantar, a global brand research partner to the world’s leading companies, deep dives into a critical component of ESG (environmental, social and governance) goals of corporates. The study was unveiled at the DEI Edge Summit, co-hosted by ASCI and UA, and supported by organisations such as Diageo, HUL and Disney Star.

    The joint report provides new insights on Indian advertising’s D&I representation versus global practice (leveraging data from the 2023 Global MONITOR survey) and a wealth of original findings on Indian advertising trends accommodating D&I. Some of the key dimensions of D&I representation mapped in the report were age, gender, sexual orientation, race, physical appearance, social class, disability, and religion, across 28 markets around the world.

    The global dimension

    Compared to 33 percent of consumers across the world, 48 percent of Indians expressed the need for more inclusive representation by brands. India’s socially aware consumers are an encouragement for brands on the way to inclusiveness and a wake-up call for those yet to embrace D&I.

    The research scoured through all the new ads that aired in October 2023. Coupled with Kantar’s extensive analysis of advertisements over the past few years, the study provides a snapshot of the patterns, progress, and scope for improvement in DEI in India.

    Key findings of the Indian study: There was a near absence of representation diversity in Indian advertising.   The study found a dismal less-than-1 % representation of the LGBTQ+ community, people with disabilities featured in less than 1% of the ads and only 4% of Indian ads depicted people aged above 65 years.

    Women representation: While the presence of women in ads was comparable to men, sticky stereotypes still prevail. More women are portrayed with fair skin tone (58% of women vs 25% of men on-screen), with less diverse physical appearance (39% of women were shown as slender vs 16% men on-screen) and low non-traditional roles (17.5% of women were depicted as the sole caregiver vs 3.5% men characters) and less authoritative (with male characters three times more authoritative than their female counterparts).

    Women tended to be shown as younger with 86% of them between 20 and 39 years of age compared to 62% of men.

    ROI boost

    The study’s Unstereotype Metric or UM, designed by the Unstereotype Alliance with Kantar, regularly tracks advertising to understand the impact on ROI for brands with more progressive advertising.

    Positive female and male UM unlocked higher marketing ROI, the study found, both in terms of short-term gains in sales and long-term benefit of brand equity.

    There was an average percentile difference of over 54 (more positive female UM) and 59 (more positive male UM) in brand equity and an average percentile difference of over 32 (more positive female UM) and 38 (more positive male UM) in short term sales likelihood between ads in the top quartile and bottom quartile on the Unstereotype Metric in ads tested by Kantar in 2022.

    The DEI Edge Summit

    Inclusive casting, greater diversity with organisations, and aligning with the D&I purpose are just some of the areas advertisers can explore to embark on a successful D&I journey. The summit brought together several expert voices to explore the barriers to D&I adoption and possible ways ahead, showcasing different brand case studies, and providing insights for brands wishing to embark on this journey. Leading experts from the Industry, D&I champions, and media and films shared their views and journeys in this space.

    ASCI CEO & secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society. Indian advertising is missing the Diverse and inclusive narratives that can provide a real edge to brands, as can be seen in the study. Along with The Unstereotype Alliance and other partners, ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one, and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Brands which have internalised DEI agree. Diageo India CMO Ruchira Jaitly said, “As marketers, we have a crucial role to play in championing inclusion and diversity and in telling stories that elevate diverse and progressive voices through brand campaigns where everyone is represented, from script to screen, and which resonate with our consumers.  We started our journey on progressive portrayal seven years ago and are proud of our progress. Diversity, Equity, and Inclusion is a critical component of Diageo’s Society 2030 ambition and progressive marketing is a core part of this ambition.”

    UN Women country representative Susan Fergusan said, “We, as the conveners of the Unstereotype Alliance India National Chapter, are pleased to host the DEI EDGE SUMMIT in collaboration with the ASCI Academy. Over the past two years, the Unstereotype Alliance in India has united brands, organizations, and individuals who believe in the transformative influence of advertising and media in fostering an inclusive society. Our efforts transcend campaigns; we strive to dismantle stereotypes, fostering a cultural shift that champions diversity and inclusion in advertising industry”.

    About this report

    The objective of the 28 DEI Country Factbooks is to provide companies with a basic understanding of the diversity landscape and the key equity and inclusion issues in each of the 28 markets* covered in the Global MONITOR survey.

    Primary data sources: Most quantitative findings are based on the 2023 Global MONITOR survey. The survey is collected among 36,000+ consumers, age 13+, in 28 markets* around the world.

    *Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria, Philippines, Poland, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, United Kingdom, United States and Vietnam.

    Other key sources cited:

    1   World Factbook

    2   Social Progress Index

    3   WEF Gender Gap Index

    4   World Bank

    5   Gallup Poll

    6   Ipsos Poll

    Terminology: Throughout the report, the term LGBTQ+ is used to refer to the Lesbian, Gay, Bisexual, Transgender and Queer community. The term LGB is used when referring to survey respondents who identify as Lesbian, Gay or Bisexual.

  • ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI

    ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI

    Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include, suggesting or creating an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    Indiantelevison.com spoke to ASCI secretary general & CEO Manisha Kapoor on the fresh guidelines and the reasoning behind it now. Once the rules are framed, how they will be implemented and much more…..

    On the Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” ….it is very easy to say this but how will this be implemented on a larger scale across mediums

    ASCI has a well-established code and mechanism for resolving grievances against objectionable ads. Greenwashing is a kind of misleading ad. Not only are such claims against the ASCI Code, but any misleading ad violates The Consumer Protection Act, 2019 as well.  Besides accepting public grievances, ASCI’s extensive surveillance system, which includes TAM tracking digital channels and platforms, 32 national newspapers, 50 magazines, and 425 TV channels in 14 languages, ensures that we are looking at advertising across media and geography.

    This proactive system, complemented by an in-house digital surveillance team, effectively oversees various mediums. This comprehensive approach underlines ASCI’s commitment to maintaining standards across the diverse landscape of advertising platforms, and we will be scrutinizing green claims as a part of this effort

    On being environment-friendly, sustainable, etc are oft-used words, how will a brand now make sure that these words are not used loosely, what would be ASCI’s implementation on this? For carbon offset claims and compostable, biodegradable, recyclable, non-toxic, free-of, etc. claims, how will this be implemented

    Once finalized, ASCI’s guidelines will be implemented through proactive Suo-moto surveillance as well as efforts to educate the industry and consumers. These guidelines will help advertisers navigate the complexities of green claims and set clear directives for acceptable advertising practices on the subject, with a specific focus on preventing the indiscriminate use of broad terms such as “environment-friendly” “sustainable.” etc. Brands will be required to substantiate their environmental claims with concrete evidence to ensure accuracy and relevance.

    It is recommended that advertisers use narrower claims for which they can provide clear evidence. Advertisers will need to provide competent and reliable scientific evidence for claims regarding carbon offset, compostability, biodegradability, recyclability, non-toxicity or any other environmental claims made in advertising. The guidelines also call for transparency in the evaluation process of these claims and require certifications from nationally or internationally recognized authorities to verify the authenticity of such claims.

    On Influencers and Celebrities endorsing such claims what will be the implication on them, will the brand be held responsible or the person endorsing it

    By ASCI’s guidelines, influencers and celebrities endorsing environmental claims must ensure they have done due diligence to ensure the accuracy and reliability of their information. By law, endorsers need to make sure they have done due diligence for the ads they endorse, or else they can be fined or suspended from endorsements. In the past, the government has taken action against celebrities as well as brands. ASCI has an ‘Endorser Due Diligence’ service in place through which endorsers, including celebrities, can ensure they have taken all precautions to feature in ads without misleading content.

    On how clear is the context, about environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service. Can you elaborate on this

    The guideline emphasizes precision and transparency in environmental claims. If not evident from the context, any claim regarding a product’s environmental impact should explicitly mention whether it pertains to the entire product, its packaging, a specific service, or only a portion of the product, package, or service. This ensures that consumers receive clear and accurate information about e what specific aspects of a product or service are green. The goal is to prevent ambiguity and promote transparency in advertising practices, aligning with ASCI’s commitment to responsible advertising.

    On how does a common consumer differentiate between genuine claims and claims made by so-called influencers on various social media platforms, especially Instagram

    Consumer vigilance and education on advertising is a key aspect ASCI is working on as part of the ASCI Academy. We have tied up with several civil society organizations to improve the advertising literacy of consumers. We will also soon launch a certification course for influencers to ensure their work is responsible. While consumer education is a large and long-term exercise, ASCI is stepping up its efforts in this area along with several other organisations.

  • ASCI proposes draft guidelines for environmental claims in advertising

    ASCI proposes draft guidelines for environmental claims in advertising

    Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.

    PROPOSED GUIDELINES:

    1   Absolute claims such as but not limited to “environment friendly”, “eco-friendly”, “sustainable”, “planet friendly” that imply that the product advertised has no impact or only a positive impact must be supported by a high level of substantiation. Comparative claims such as “greener” or “friendlier” can be justified, for example, if the advertised product or service provides a total environmental benefit over that of the advertiser’s previous product or service or competitor products or services and the basis of such comparison is made clear.

    2   Environmental claims must be based on the full life cycle of the advertised product or service, unless the advertisement states otherwise, and must make clear the limits of the life cycle. If a general claim cannot be justified, a more limited claim about specific aspects of a product or service might be justifiable. Claims that are based on only part of an advertised product or service’s life cycle must not mislead consumers about the product or service’s total environmental impact.

    3   Unless it is clear from the context, an environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service.

    4   Advertisements must not mislead consumers about the environmental benefit that a product or service offers by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or services by highlighting an environmental benefit that results from a legal obligation if competing products are subject to the same requirements.

    5   Certifications and Seals of Approval should make clear which attributes of the product or service have been evaluated by the certifier, and the basis of such certification provided. Certifications and Seals used in an advertisement should be from a Nationally/Internationally recognised certifying authority.

    6   Visual elements in an ad should not give a false impression about the product/service being advertised. For example, logos representing a recycling process on packaging and/or in advertising material can significantly influence a consumer’s impression of the environmental impact of a product or service.

    7   Advertisers should refrain from making aspirational claims about future environmental objectives unless they have developed clear and actionable plans detailing how those objectives will be achieved.

    8   For carbon offset claims advertisers should clearly and prominently disclose if the carbon offset represents emission reductions that will not occur for two years or longer. Ads should not claim directly or by implication that a carbon offset represents an emission reduction if the reduction, or the activity that caused the reduction, was required by law.

    9   For claims pertaining to the product being compostable, biodegradable, recyclable, non-toxic, free-of etc. advertisers should qualify the aspects to which such claims are being attributed, and the extent of the same. All such claims should have competent and reliable scientific evidence to show that:

    a   The product or the qualified component where applicable will break down within a reasonably short period of time after customary disposal.

    b   The product is free of elements that can lead to environmental hazards.

    ASCI CEO & secretary general Manisha Kapoor said, “ASCI’s draft guidelines on Environmental/Green Claims are a crucial step to ensure that consumers who wish to support green brands have the correct information to make an informed decision. These guidelines set a standard for advertisers, and aim to foster a culture of transparency and authenticity in advertising in the best interest of the consumers. We encourage all stakeholders, including consumers, industry, civil society members, and experts, to provide their feedback on the draft guidelines to enable us to sharpen and strengthen them.”

    Link to the proposed guidelines

  • “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    Mumbai: The Advertising Standards Council of India (ASCI) has unveiled the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns. Building upon ASCI’s established corrective role which comes alive post ad publication, this  pioneering platform embeds self-regulation right at the point of the inception of  advertisements.

    In today’s digital landscape, characterised by brief campaign durations and a surge in number of advertisers, the ASCI Academy is positioned to empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.

    The ASCI Academy’s core mission is to cultivate a cohort of advertising professionals dedicated to upholding responsibility in advertising, ultimately upholding consumer trust in brands.

    The Academy has over 50 founding partners and supporters including Cipla Health Ltd, Coca-Cola India Pvt Ltd, Colgate-Palmolive (India) Ltd, Diageo India, Hindustan Unilever Ltd, Mondelez India Foods Pvt Ltd, Nestlé India Ltd, PepsiCo India Holdings Pvt Ltd., Procter & Gamble Home Products Pvt Ltd, several leading universities and colleges, prominent Civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies  like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.

    Indiantelevision.com caught up with ASCI CEO & secretary general Manisha Kapoor, where she provides details on the reason for launching this academy, on ASCI guidelines, and more….

    Edited excerpts

    On the reason for forming  ASCI Academy

    The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns and a surge in advertisers. It aims to shift self-regulation from ad publication to creation, emphasizing ethical practices from the outset. By consolidating ASCI’s thought leadership and education programs, the Academy equips industry professionals, influencers, and students with a deep understanding of advertising regulations, promoting responsible advertising practices right from the start. It’s a pivotal move towards fostering ethical advertising practices in an evolving industry.

    On the aim behind ASCI altering its guidelines on health & finance influencers

    ASCI updated its guidelines for health and finance influencers to adapt to the changing digital landscape and combat potential issues related to misleading advertising in these sectors. The aim is to ensure greater transparency, accuracy, and responsibility in influencer marketing, especially in areas where misinformation can have serious consequences.

    For health influencers, the new guidelines require them to possess suitable qualifications in the health and nutrition field. This ensures that influencers have the necessary knowledge to provide accurate information about health-related products.

    For financial influencers, particularly in the BFSI sector, SEBI registration is now mandatory when offering investment advice. Qualifications are also required for other financial advice, enhancing the credibility and reliability of financial guidance provided by influencers.

    These changes align with the Department of Consumer Affairs’ and other government entities’ mandate, requires experts, celebrities, and influencers in health, fitness, and finance to disclose their qualifications when endorsing products or services. This step will help in ensuring consumers receive reliable information, especially in the era of widespread financial advice on social media.

    On  consumers relying on influencers despite of tons of misinformation available on the internet

    Despite the abundance of misinformation on the internet, consumers continue to rely on influencers for several compelling reasons, as revealed in ASCI’s Influencer Trust Report (Feb. 2023). The report, based on a survey of 820 individuals, found that 79 per cent of respondents trust influencers. This trust significantly impacts consumer behavior, with 90 per cent of respondents admitting to making at least one purchase influenced by an influencer’s recommendation. Consumers have a unique relationship with influencers, relying on them for advice and product suggestions. This trust in influencers has made influencer marketing a highly effective tool for brands.

    In essence, consumers’ trust in influencers persists because these digital personalities have successfully built credibility, authenticity, and relatability in the eyes of their followers. As a result, their recommendations carry significant weight and impact consumer behavior, contributing to the enduring popularity and effectiveness of influencer marketing in the digital age.

    On ASCI benefiting from the various tie-ups to educational institutes

    ASCI’s collaborations with educational institutions through the ASCI Academy strategically close the knowledge gap in academia. While schools excel in teaching marketing effectiveness, they often overlook regulatory and ethical aspects in communication—a critical omission given the impact on brand reputation and risk.

    These alliances empower ASCI to seamlessly integrate ethical and regulatory dimensions into academic curricula. Future marketing professionals not only grasp marketing effectiveness but also understand their ethical obligations in communication. This enriches ASCI’s programs, shaping students who appreciate that ethical advertising practices are vital not just for compliance but also for safeguarding brand reputation in our closely monitored digital age.

    Beyond education, these partnerships bring fresh perspectives, keep ASCI at the industry’s forefront, and nurture emerging talents. Our collaborations enhance ASCI’s thought leadership, bolstering its programs and promoting relevant research, cementing its status as a major influencer in advertising ethics and regulation.

    Our partnerships provide fresh perspectives, keeping ASCI up-to-date with industry trends and ethics. We spot and support emerging talent during their academic journey, ensuring a future workforce versed in responsible advertising. These collaborations also enhance ASCI’s thought leadership, strengthen educational programs, and promote industry-related research, solidifying ASCI as a pivotal influence in advertising ethics and regulation.

    On ASCI’s guidelines on generative AI in today’s advertising world

    In the world of contemporary advertising, Generative AI has emerged as a dominant force. It has transformed the landscape by allowing advertisers to automate the creation of diverse content, spanning from text and images to articles and marketing materials. While this technology presents incredible opportunities, it’s important to acknowledge the challenges and risks it brings. These challenges include potential copyright issues, the need to prevent the generation of unlawful content and concerns related to data privacy.

    At ASCI, we recognise the significance of Generative AI in Advertising, we have taken a proactive step by releasing a comprehensive whitepaper titled ‘Leveraging Generative AI: Opportunities, Risks, and Best Practices.’ This paper highlights the existing regulatory uncertainties and the complexities involved in employing AI in advertising.

    As the evolving landscape continues to present uncertainties, we acknowledge there are several ambiguities. Prior to the establishment of formalized guidelines, advertisers can refer to the principles outlined in our whitepaper. These principles can serve as a valuable framework for making decisions regarding accountability, operational transparency, and assessing the broader societal impact of AI in advertising.

  • Multiple stakeholders come together to form ASCI Academy

    Multiple stakeholders come together to form ASCI Academy

    Mumbai: The Advertising Standards Council of India (ASCI) proudly unveils the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns. Building upon ASCI’s established corrective role which comes alive post ad publication, this  pioneering platform embeds self-regulation right at the point of the inception of  advertisements.

    In today’s digital landscape, characterised by brief campaign durations and a surge in number of advertisers, the ASCI Academy is positioned to empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.

    The ASCI Academy’s core mission is to cultivate a cohort of advertising professionals dedicated to upholding responsibility in advertising, ultimately upholding consumer trust in brands.

    The academy strategically consolidates ASCI’s extensive thought leadership and educational programs under one comprehensive umbrella. The academy’s spectrum of programs caters to diverse needs, spanning online, in-person, and hybrid formats. From e-learning modules to topical webinars, from deep-diving masterclasses on regulatory nuances to enhancing teaching skills through faculty development programs, the academy covers it all. Additionally, influencer certification programs ensure responsible endorsement practices, while consumer education initiatives foster informed choices.  Through sustained training and research efforts, the ASCI Academy remains steadfast in its commitment to engage stakeholders in the preventive aspects of self-regulation. The ASCI Academy brings together stakeholders united by a shared belief in responsible advertising

    practices. The Academy has over 50 founding partners and supporters including Cipla Health Ltd, Coca-Cola India Pvt Ltd, Colgate-Palmolive (India) Ltd, Diageo India, Hindustan Unilever Ltd, Mondelez India Foods Pvt Ltd, Nestlé India Ltd, PepsiCo India Holdings Pvt Ltd., Procter & Gamble Home Products Pvt Ltd, several leading universities and colleges, prominent Civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies  like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.

    Department of consumer affairs secretary Rohit Kumar Singh said, “I congratulate  ASCI on the launch of the ASCI Academy. In the digital age, preventive actions need strong impetus and encouragement, and the training of industry professionals – current and future is an important systemic intervention. The Department of Consumer Affairs is supportive of such efforts by the advertising self-regulator to foster a culture of responsibility in the advertising industry. We hope that the advertising industry engages  deeply with the Academy programs to make their teams better trained and educated on  the aspects of advertising regulations.”

    Ministry of information and broadcasting, joint secretary, Vikram Sahay, who is part of the ASCI Academy’s Apex Council said, “Many congratulations to ASCI on the launch of the ASCI Academy. The Ministry of Information & Broadcasting has always supported self-regulatory mechanisms in the media and entertainment industry. We hope that the  resources and support by the Academy would be extremely useful for the online  advertisers and platforms.”

    Addressing the opening of the academy, ASCI chairman NS Rajan said: “While ASCI has always had a strong corrective mechanism, we also wanted to harmonise the dynamic interplay between creativity and responsibility and address the broader consequences of advertising on society at large. The ASCI Academy is a big step in this direction which will  facilitate a preventive footprint and shape an advertising ecosystem to help the industry  to get it right.”  

    ASCI CEO and secretary general Manisha Kapoor added, “With short campaign durations, it is important that attention is directed at the point of creation of ads, not just after they are published. When the only ads to hit the market are responsible and compliant, it is a win-win for both consumers and industry. Over the next three years, ASCI Academy aims to train 100,000 current and emerging professionals through self-learning and on-campus workshops and sessions, besides programs for research and consumer education. This is a new chapter in self-regulation in India, and we are grateful to all our founding partners for supporting this vision. We hope to add several more believers in this agenda- this is just the beginning”.