ASCI’s National Advertising Monitoring Service (NAMS) has tracked down 55 print and TV ads as potentially making misleading/false/unsubstantiated claims, thereby violating Chapter 1 of ASCI ad code.
NAMS has monitored 40 prints and 15 TV commercials since its launch in May. It aims to reduce misleading advertisements by partnering ASCI with AdEx division of TAM. Only 177 ads complained against in whole of fiscal 2011/12 were registered before the launch of NAMS. 31% of ads were processed in just one month of what was done in 12 months.
According to Mr. I Venkat, Chairman, ASCI, “We are enthused with the results shown by NAMS in the first month of the proactively monitoring of ads. Going by the initial results I am confident that NAMS will enhance the ad self regulation redressal process manifold. 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.
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 ads in the Auto, Banking, Financial Services & Insurance, FMCG (incl. F&B), Consumer Durables, Educational Institutions, Health Care Products & Services, Telecom and Real Estate sectors. 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. Ads seen as those potentially violating Chapter 1 of ASCI Code are forwarded to ASCI on a weekly basis, post which ASCI process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.
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