Advertising Regulations in India: Critical An...

Advertising Regulations in India: Critical Analysis

Author Name : Mrigakshee Baruah

ABSTRACT Advertisements wield significant influence in contemporary society, serving as influential forces that mould perceptions, shape consumer behaviour, and drive economic activities. In our information-saturated world, advertisements act as guiding lights, helping individuals navigate the vast array of products, services, and ideas available. Beyond their commercial role, advertisements play a pivotal part in supporting the global economy. They establish a symbiotic relationship between businesses, media, and consumers, fostering innovation and driving economic progress. The advertising landscape in India is governed by a complex web of statutory regulations designed to protect consumers and maintain moral standards.The article sheds light on the role of the non-statutory body, the Advertising Standards Council of India (ASCI), in regulating the Indian advertising market. ASCI serves as a regulatory body, ensuring that advertisements align with ethical principles and do not mislead or harm consumers. Through its guidelines and regulations, ASCI acts as a guardian, upholding the ethical standards within the advertising industry. The article explores common unethical advertising tactics in India, including puffery, comparison advertising, surrogate advertising, using children as props in ads, and deceptive advertising.Additionally, the paper examines the pivotal role played by the Advertising Standards Council of India (ASCI) in addressing these unethical advertisements. The paper also discusses the limitations faced by ASCI, including legal constraints and the lack of immediate enforcement power, which hinder its ability to curb unethical advertising effectively.