The self-regulatory body has issued a set of guidelines based on the feedback from the industry, civil society and the public
BestMediaInfo Bureau | Mumbai | August 21, 2014
The Advertising Standards Council of India (ASCI), a self-regulatory body for the advertising industry,Â has releasedÂ a set of finalÂ guidelinesÂ for the advertising of skin lightening andÂ fairness productsÂ after seeking industry and public feedback to a draft it had issued earlier.
ASCIâs new guidelines will go a long way in ensuring that advertisements of products in this category do not depict people with dark skin as somehow inferior to those who are fairer.
The following guidelines will be used when creating and assessing advertisements in this category:
Commenting on the new guidelines,Â Partha Rakshit, Chairman, ASCI, said, âSetting up these new guidelines for the skin lightening and fairness products will help advertisers comply with ASCI codeâs Chapter III 1 b, which statesÂ that advertisements should not deride any race, caste, colour, creed or nationality. Given how widespread the advertising for fairness and skin lightening products is and the concerns of different stakeholders in society, ASCIÂ saw the need toÂ set upÂ specific guidelines for this product category.Â As a self-regulating body, it is important to have the advertisers buy in to the guidelines, and we are happy to note that both the industry and the consumer activist groups have welcomed these guidelines.â
It may be recalled that in June this year, the Consumer Complaints Council (CCC) of ASCI had displayed on ASCIâs website a draft with four new guidelines on advertising of skin lightening and fairness products. The objective was to invite comments from the stakeholders in the industry.