ASCI launches advertising consultancy service

The Advertising Standards Council of India (ASCI) has launched an ‘Advertising Advice’ service.

This service lets advertisers and merchants know, at the campaign planning stage, if their complaints might violate ASCI codes or guidelines. The goal is to help them take corrective action in the pre-production phase and get them to confirm the claim and align the creative fundamentals of the ASCI code, the advertising self-regulatory body said in a statement. . .

He added that the service aims to help advertisers balance creativity and responsibility and is offered following global best practices followed by various self-regulatory organizations. It’s important to note that this service is not a pre-authorization and advertisers can use recommendations to improve their ads in any way they see fit.

This is another of the many changes the self-regulatory body has made over the past year to help Indian advertisers and brand owners take on more responsibility. This includes new rules in emerging areas such as gambling, influencer marketing, and post-pandemic advertising introduced by ASCI, along with introducing its renewed identity.