ASCI launches 'Swachh Ads Abhiyan' to increase consumer awareness

By Saumya Tewari , afaqs!, New Delhi | In Advertising | December 25, 2014
The council is encouraging consumers to report misleading ads to it through various mediums.

The Advertising Standards Council of India (ASCI) has launched the 'Swachh Ads Abhiyan' to combat misleading advertisements. The council launched the initiative in collaboration with the Department of Consumers Affairs on National Consumers Day observed on December 24. The objective behind it is to engage with the consumers making them aware of their right to report misleading advertisements.

Narendra Ambwani

The campaign was initiated across various social platforms like Facebook, Twitter, LinkedIn and YouTube. Speaking to afaqs! about the development, Narendra Ambwani, chairman, ASCI, clarifies that this initiative is targeted at making the general public more vigilant about misleading ads across platforms.

"Like the 'Swachh Bharat Abhiyan' we intend to clean advertising of any misleading content. It's important that the consumers don't blindly believe in advertisements which are unethical and misleading," he says.

The campaign is being promoted through various social media platforms. Ambwani further adds that the ASCI intends to make the process of reporting an ad more convenient for public. At present, a misleading ad can be reported via telephone (Toll free no - 1800-22-2724), post and filling a form online. The council plans to launch a mobile app soon to make ASCI even more accessible to consumers.

Ambwani spells out a five-point agenda for 2015 for educating advertisers about the ASCI code through online programs, organising concerts seeking participation from advertisers and marketers to debate on relevant issues, providing easy access to consumers via mobile apps, tying up with government bodies like I&B Ministry, Department of Consumer Affairs and making ASCI more fair as well as transparent.

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