What is the ASCI and what role does it perform?

 In order to ensure ethics in advertising, in India we have the Advertising Standards Council of India (ASCI), which has one major aim to maintain and enhance the public’s confidence in advertising.

The ASCI sees to it that all advertisements conform to certain basic principles, like honest representations. This implies that the ads should convey a truthful and honest message to the consumers and even to competitors.

Advertisements should also remain within the bounds of generally accepted standards of public decency and propriety and be non-offensive to the public.

Ads should not be used indiscriminately for the promotion of any products which may be harmful to society or any individual. 

There should not be any plagiarism in advertisements which means that the advertisements should be original in their creativity and subject matter.

According to the ASCI, advertisers are encouraged to show ads which promote safe practices, eg. Wearing of helmets, using seatbelts while driving, not using mobile phones while driving etc.

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