The field of advertising is governed by codes of ethics, regulatory bodies, laws, and regulations.

The Advertising Standard Council of India (ASCI)

Introduction

The Advertising Standards Council of India (ASCI), established in 1985, has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the marketplace. It stands for the protection of the legitimate interests of consumers and all concerned with advertising—advertisers, media, advertising agencies, and others who help in the creation or placement of advertisements.

The ASCI is a voluntary, self-regulatory council established in 1985 to promote responsible advertising and to enhance public confidence in advertisements. Complaints against misleading advertisements can be filed with this body. Adverts that contravene the provisions of the following acts of the government or various state governments are not acceptable:

The ASCI’s Code for Self-Regulation 1985 (the ASCI Code);
The Code for Commercial Advertising on Doordarshan and All India Radio;
The Drugs and Magic Remedies Act 1954;
The Emblems and Names Act 1950;
The Indecent Representation of Women Act 1986;
The Trademarks Act 1999;
The Consumer Protection Act 1986;
The Cable Television Network Amendment Act 2011;
The Drugs and Cosmetics Act 1940;
The Prize Competitions Act 1955;
The Press Council Act 1978;
The Cable Television Network Rules 1994;
The Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations 2002;
The Bar Council of India Rules are formulated under the Advocates Act 1961;
The Cigarettes and other Tobacco Products Act 2003; and
The Food Safety and Standards Act 2006.

Advertising Agencies Association of India (AAAI)

Introduction

The Advertising Agencies Association of India (AAAI) is the official, national organization of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation by working towards the following objectives:

To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste.
To benefit Indian advertisers by promoting their sales, increasing productivity, and enhancing profitability to stimulate business and industrial activity.
To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners.
To benefit the nation by harnessing advertising for the good of the country, its institutions, and its citizens to cooperate with the government in promoting its social objectives and in the task of nation-building.
To question advertising that is wasteful and extravagant to make it possible for the small entrepreneur to grow through advertising and to compete with the biggest to encourage market and media research to serve society by meeting its social responsibilities.
We aim to stimulate young individuals’ interest in the communication industry, support educational and training initiatives, and disseminate beneficial information to our members. Non-members are also provided this service for a fee.
To establish a common platform in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising.
To establish a forum where representatives of advertisers, advertising agencies, media owners, and the government can meet on mutual ground and examine problems of mutual concern.
To offer effective cooperation and liaison with government officials and bodies for the purpose of broadening their understanding of the role of advertisers, advertising, and advertising agencies.
To work together with government agencies to talk about issues like taxes, radio and TV advertising, laws, political campaign advertising, and regulations on ads for pharmaceuticals, tobacco, or alcohol, as well as other similar sensitive topics.

The AAAI today is truly representative, with a huge number of small, medium, and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country. It is thus recognized at all forums—advertisers, media owners and associations, and even the government—as the spokesperson for the advertising industry.

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