1. PRESENTATION
ON
ADVERTISEMENTS
CODE OF CONDUCT
Presented By:
Aman Thakur
Kanika Bansal

2. INDIA
PAKISTAN
AMERICA

3. INDIA
(ASCI)
The Advertising Standards Council of India (ASCI),
established in 1985, is committed to the cause of Self-
Regulation in Advertising, ensuring the protection of the
interests of consumers.

4. ASCI PRINCIPLES
• To ensure the truthfulness and honesty of
representations and claims made by advertisements
and to safeguard against misleading advertisement.
• To ensure that advertisements are not offensive to
generally accepted standards of public decency.

5. Ethics and Standards to be followed in Advertisements:
 Permission will not be granted where objects are completely or largely religious
or political in nature. Advertisements cannot be directed towards any religious or
political end, or to gain mileage of any form.
 Any goods or services that are advertised should not have any defect or
deficiencies of any form declared in the Consumer Protection Act 1986.
 Products should not be portrayed in a way that misleads the public to infer that
the item has some special, miraculous or a super natural quality, which is anyways
difficult to prove.

6. Picture and the audible matter of the advertisement video should not be
excessively 'loud'.
 Advertisement should not endanger the safety of children or produce any
sort of perversion or interest that prompts them to adopt or imitate unhealthy
practices.
 Any type of offensive, indecent, suggestive, vulgar, repulsive themes and/or
treatment must be avoided under all circumstances.
Good creative advertisement will always attract people’s attention, but they
should have meaningful visual content. one shouldn’t have an attitude to play
with people’s sentiments and emotions.
Continued…

7. The Drug & Magic Remedies
(Objectionable Advertisement)
Act 1954
Subject to the provisions of this Act, no person shall take part in the
publication of any advertisement relating to a drug if the advertisement
contains any matter which:
• Directly or indirectly gives a false impression regarding the true
character of the drug
• Makes a false claim for the drug
• Is otherwise false or misleading in any particulars

8. USA

9. USA Code of Conduct(AAF)
1)Truthful
The AAF code of ethics emphasizes truth in advertising. Data should exist to
support the claims made in advertisements. Facts that the consumer needs to
make an informed decision should be included. A testimonial in an
advertisement should come from an individual who is qualified to act as an
expert and the statement should reflect an honest opinion.
2) Clear
To conform to the AAF code of ethics, advertising should present the message
clearly. Expressively prohibited is the bait and switch tactic, where a product
advertised is not in stock in order to sell something more expensive.
Advertisements should not contain ambiguous or misleading statements and
should clearly state price and available warranties.

10. 3)Tasteful
Advertising should not contain material that is in poor taste or holds the potential to
offend the general public.
4)Social Responsibility
Advertising encompasses a social responsibility to the general public, yet the
specifics of that responsibility are not always clear-cut.

11. Code of Conduct(AAAA)
The American Association of Advertising Agencies (AAAA)
developed the Standards of Practice .The Standards of
Practice consist of five points to which all members of the
AAAA must follow within their advertisements:
1)False or Misleading Advertisement
2)Inaccurate Testimonials
3)Misleading Price Claims
4) Isufficient Claims
5)Offensive Material

12. PAKISTAN

13. Pakistan Advertisements code of conduct:-
1) Advertisements aired or distributed by a broadcast or cable TV
station shall be designed in such a manner that it conforms to
the laws of the country and is not offensive to morality,
decency and religious sects of the people of Pakistan.

14. 2.No advertisement shall be permitted which-
• (a) promotes or supports sedition, anarchy or violence in country;
• (b) is against any provisions of the Constitution of Pakistan or any other law for the time
• being in force;
• (c) tends to incite people to crime, cause disorder or violence or breach of law or glorifies
• violence or obscenity in any way;
• (d) glorifies adultery, lustful passions or alcoholic drinks or the non-Islamic values;
• (e) distorts historical facts, traditions of Pakistan or the person or personality of a national
• leader or a state dignitary;
• (f) fans racial, sectarian, parochial, regional or class hatred;
• (g) promotes social inequality, militates against concepts of human dignity and dignity of
• labour.
• (h) is directed against sanctity or home, family and marriage;
• (i) is wholly or mainly of a religious or political nature;
• (j) contains references that are likely to lead the public to infer that the product advertised
• or any of its ingredients has some special property or quality which is incapable of
• being established;
• (k) contains indecent, vulgar, or offensive themes or treatment; or
• (l) contains material which is repugnant to ideology of Pakistan or Islamic values.

15. 3) The goods or services advertised shall not suffer from any
defects which are harmful to human health. Misleading claims
about the goods shall not be made.
4) No advertisement which is likely to be seen by children in large
numbers should urge children directly to purchase goods of a
particular brand or ask their parents to do so.
5) All advertisements must be clearly distinguishable as such and
be separate from the programmes and should not in any manner
take the form of news or documentary.

17. A Kellogg's 'Special K' advertisement has been banned in
the US for misleading customers about the calorific value of a
bowl of cereal.
Reason:
The cereal, which is said to aid women in losing weight by a calories
controlled diet, had apparently not included the milk calories and was
hence giving women the wrong idea about the number of calories they
were consuming.
Why not ban in India?

18. 'Special K
• Kellogg's Special K is sold in India too, with its TV ad
showing a lissome Lara Dutta slimming down with the
cereal and keeping her husband intrigued about the 'new'
her.
• Alan Collaco, secretary general of the ASCI, says, "For an ad
to be banned, there has to either be a complaint from a
consumer or from a competitor. Many times, the exact ad
which is banned outside is not shown in India.

19. Reebok
• The Reebok ad banned in the US was banned in India as well.
Collaco says, "There was a TV commercial in January 2011
and the CCC (Consumer Complaint Council of ASCI)
concluded that the claims that "wearing Reetone (Reebok)
shoes helps you get a better butt and better legs with every
step and are proven to tone your hamstrings 28% more"
were not substantiated. The ads were misleading and the
complaint was upheld.“

20. Advertisements banned in Pakistan:
• Pakistan parliament calls for ban ads with Indian models.
• It has been necessitated a forbid on commercials characterizing
Indian replicas by a Pakistani parliamentary panel and has
recommended that it must be obligatory for feminine newscasters
or commentators whose are represented the news channels to
cover up their heads with a Dupatta.
• The censor board of Pakistan banned films such as: Agent Vinod
EkThaTiger and ‘Khiladi 786’