Saturday, 22 March 2014

ASCI to fast track ad complaints in 12 days

The Advertising Standards Council of India (ASCI) has taken effective action to reduce the complaint processing turnaround time from 45 days to just 12 days on an average currently, the self-regulatory body said in a statement.
ASCI said there have been demand from the public and regulators that the advertisements which are misleading or make false claims; indecent; showing hazardous activities and unfair to competition should be promptly removed or modified.

The delivery of ASCI’s Consumer Complaints Council (CCC) decision on a complaint against an objectionable advertisement is now within a span of, on an average, just 12 days from the date complaint is received, it added.
ASCI said it has been able to speed up the process by 10 times as it brought changes in its working and system with latest technology coming to its aid. From monthly meetings two years ago, the CCC now meets weekly by having two CCCs instead of one earlier and total number of CCC members moving up from 21 to 28, it said.
In April 2013 to February 2014 period (11 months), ASCI has handled complaints against 1,833 ads as compared to 784 in 2012-13, while in 2011-12 it was 176.


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