Advertising Standards Council of India (ASCI) launches a call-to-action digital campaign named #ChupNaBaitho in order to raise consumer awareness about objectionable advertisements. ASCI has planned several such initiatives this year and this is one of them which is aimed at creating and raising awareness about objectionable advertisements and encourage consumers to report such advertisements. ASCI will focus on Mumbai and New Delhi in the three-month pilot.
ASCI’s Trust in Advertising Report – 2020 revealed that only 10% of consumers reported misleading advertisements if they came across one. And the advertisements that come on social media are taken into consideration by only 20% whereas the percentage of people who take no action and just discuss it among themselves is the highest which is 65-70 %. So the last percentage of people make the largest population. This campaign thus aims at reducing the number of objectionable advertisements in the marketplace with the help of more consumer complaints reported to ASCI.
1906 advertisements were reported as 9283 direct complaints were filed between 2018 and 2020. Around 43% were reported in 2019-2020 and 57% in 2018-2019 by end consumers. 4683 direct complaints against 662 advertisements were received in 2019-2020 and these included 94 intra-industry, the ones received from consumers, 12 fast-track, 28 via consumer organisations and one via the government. The large number of suo-moto complaints registered by ASCI are additional to these.
When and how the consumers can report the advertisements that are offensive, make fake promises, misleading, push harmful products, etc., will be included in the social media posts about relevant topics and a call to action. Along with other platforms, the campaign has gone live on Instagram and Facebook.
Manisha Kapoor, Secretary General, ASCI, said: “One of ASCI’s key objectives is to turn consumers into allies. We want them to be more aware of their rights and what constitutes objectionable advertising. We want them to report such claims to us and we promise to act quickly and decisively on such complaints. The overall goal is to drastically reduce the number of misleading and objectionable advertisements. Over the last few months, we have introduced several guidelines, reports and advisories like the ones on COVID-19 advertising and Online Gaming for Real money winnings. The Trust in Advertising report that studied how much faith consumers have in advertising is another example of how focused we are towards protecting consumers. #ChupNaBaitho is another step towards this goal. We want to encourage consumers, especially the youth, to report advertisements that they find objectionable. This campaign is just the start and will be followed by other such initiatives in the year.”
Consumers can visit ASCI’s website ascionline.org or simply WhatsApp it on 7710012345 to register a complaint against misleading advertisements.