Release new ads after June 18 with self-declaration: ASCI to advertisers, broadcasters

The Advertising Standards Council of India (ASCI) has reportedly asked advertisers and broadcasters to release new ads after June 18 with self-declaration certificates

Acting on the SC directive to advertisers and broadcasters about submitting self-declaration certifications for ads, stating “no misleading claims”, the Ministry of Information and Broadcasting has asked them to do so with effect from June 18. According to the directive, old ads are exempt from the mandate. Only the new ones will have to comply with the self-declaration requirement

While various stakeholders have approached MIB requesting more time before they get some clarity about the process, ASCI has already asked its members to halt airing or publishing new ads till July 9 when the matter comes up before the SC.

Industry bodies like Indian Society of Advertisers (ISA) and the Internet and Mobile Association of India (IAMAI) are reportedly considering getting themselves impleaded in Indian Medical Association (IMA) and the Union of India.

Bodies such as ISA and Indian Broadcasting and Digital Foundation (IBDF) and Indian Newspaper Society (INS) recently also requested the MIB to put on hold the implementation of the self-declaration mandate citing reasons from technical snags to overall clarity about the process.

During a recent meeting involving stakeholders, MIB doubled down on its resolve to go ahead with the mandate, directing advertisers and broadcasters to
comply with the directive by June 18.

Last week, ASCI CEO and Secretary General Manisha Kapoor released a statement, saying that to avoid disruptions in their campaigns, advertisers and agencies are advised to familiarise themselves with the portals and the requirements during the buffer period.

 “The Ministry of Information and Broadcasting has established new features to their portals to enable advertisers to obtain the self-declaration certificate to comply with the Supreme Court directives. Given the vast number of creatives that now need certification, this is a challenge that advertisers, agencies and media owners will need to gear up for.

ASCI's Advertising Advice service can support advertisers be compliant with the ASCI Code, which forms a key part of the Advertising Code under the Cable TV Network (Regulation) Act. This would help advertisers be more confident of their self-declarations which are now mandated for print. TV and Internet ads.  Whether it is small or big advertisers, no ads would now be permitted on any media and channel without such a certification.”