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NAMS tracks down 55 potentially misleading ads in first month

The proactive monitoring by ASCI was launched on may 1 in partnership with TAM’s AdEx

BestMediaInfo Bureau | Delhi | June 8, 2012

Within a month of its launch on May 1, 2012, Advertising Standards Council of India’s National Advertising Monitoring Service (NAMS) has proved to be of immense value to consumers by tracking down 55 print and TV ads as being potentially making misleading, false or unsubstantiated claims and thereby violating Chapter 1 of the ASCI ad code.

Launched with the aim of reducing misleading ads in partnership with AdEx division of TAM, NAMS monitored 40 print and 15 TVCs in May. This is a huge jump as prior to launching NAMS there were only 177 ads complained against in the entire fiscal 2011-12. In other words, as much as 31 per cent of ads processed in the previous 12 months were done in just one month.

I Venkat, Chairman, ASCI, said, “We are enthused with the results shown by NAMS in the first month of the proactive monitoring of ads. Going by the initial results, I am confident that NAMS will enhance the ad self-regulation redressal process manifold. We now expect to see significant reduction in ads making misleading, false or unsubstantiated claims in future.”

As per ASCI’s agreement with TAM Media Research, AdEx India identifies ads which are in potential violation of Chapter 1 of the ASCI code. AdEx India monitors newly released ads in the Auto, Banking, Financial Services & Insurance, FMCG (including F&B), Consumer Durables, Educational Institutions, Health Care Products & Services, Telecom and Real Estate sectors.

The scope of work covers the tracking of more than 30 newspapers (all editions) which contribute to over 80 per cent of the national newspaper readership and all TV channels across the country in all Indian languages. Ads seen as potentially violating Chapter 1 of ASCI code are forwarded to ASCI on a weekly basis, following which ASCI processes them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.

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