Where is it used?

ASCI’s guidelines are applied across all forms of advertising in India. This includes traditional media like newspapers, TV, and radio, as well as digital platforms like websites, social media, and influencer marketing campaigns. Companies, advertisers, and agencies refer to ASCI’s code to ensure their campaigns comply with legal and ethical standards before launch. Additionally, influencers and content creators are expected to follow ASCI guidelines, especially when promoting products through sponsored content.

When to use it?

ASCI’s guidelines are relevant before, during, and after an advertising campaign. Advertisers should consult ASCI’s code during the content creation phase to ensure compliance. It is also critical when responding to consumer complaints about misleading or unethical advertisements. Brands must ensure their ads align with ASCI’s rules to avoid legal issues, fines, or damage to their reputation.

How to use it?

To adhere to ASCI’s guidelines, advertisers must:

• Review the ASCI Code: Understand the dos and don’ts related to truthfulness, clarity, and ethical claims.

• Ensure Transparency: Clearly disclose paid partnerships, sponsored content, and influencer collaborations.

• Avoid Misleading Claims: Verify all claims, especially health-related, financial, or scientific statements, with factual evidence.

• Monitor Campaigns: Regularly check live ads for compliance, especially on digital platforms where content can change quickly.

Why do we need it?

ASCI plays a crucial role in protecting consumer interests by promoting truthful and responsible advertising. It helps maintain public trust in brands and ensures that advertisements are not deceptive, offensive, or harmful. For businesses, complying with ASCI’s guidelines reduces the risk of legal disputes, regulatory penalties, and reputational damage. It also fosters ethical marketing practices, enhancing long-term brand credibility.