Govt ads, tenders, public notices, obits excluded from SDC mandate: PCI
Classified advertisements are also excluded from the ambit of self-declaration certificate
In accordance with the Supreme Court’s Directive from June 18, 2024, the Press Council of India has issued guidelines to generate a self-declaration certificate.
The certificate would be required from all advertisers/agencies before publishing advertisements. It is to verify that the content in the advertisements are true claims, said PCI.
PCI stated, “As a process, for all advertisements to be printed effective 18th June 24, self-declaration certificates will have to be sent to the booking team via Email with the Release Order/Materials. The relevant advertisements will not be printed without obtaining the certificate in advance.”
The statement also specified that Government, Tenders, Public Notices, Obituary ads shall be excluded from the purview. Classifieds advertisements are excluded from the ambit of self-declaration certificate however classifieds directly related to consumer products and services will need certification.
It also mentioned that wherever any claim of benefit or sale-of-product or service is defined in ROL, it will need certification.
Nevertheless, a new certificate will be required for each different date. However, one certificate for multi-city editions would suffice, provided the brand content remains the same across all editions. Also, a single certificate would not will for multiple language editions.
PCI further clarified: “In an ideal situation, the client needs to share the certificate, else the client can authorise the ad agency to share the certificate. As a publication (BCCL), our responsibility is only to check if self-certification exists.”
The self-declaration certificate for print ads can be generated through the Press Council of India website. This portal will allow an authorised representative of the Advertiser or Advertising agency to submit requisite details and then obtain the Self-Declaration Certificate.
