ASCI launches 'Swachh Ads Abhiyan' to empower consumers

The campaign has been initiated across various social platforms like Facebook, Twitter, LinkedIn and YouTube to engage with consumers and make them aware of which ads lead to misleading content

BestMediaInfo Bureau | Mumbai | December 26, 2014

Observing National Consumer's Day on December 24, the Advertising Standard Council of India (ASCI) has launched the 'Swachh Ads Abhiyan' initiative. With the aim of combating misleading advertisements, the Department of Consumers Affairs had proposed to ASCI to come up with an initiative to create awareness among consumers of misleading content.

The campaign has been initiated across various social platforms like Facebook, Twitter, LinkedIn and YouTube, engaging with consumers and making them aware of which ads create misleading content and consumer's right to complain against such ads.

Narendra Ambwani

Narendra Ambwani, Chairman of ASCI, said, “'Swachh Ads Abhiyan' is yet another initiative by ASCI to combat the issue of misleading advertisements and creating consumer awareness on National Consumers Day. It's really important that consumers don't blindly believe in advertisements and understand unethical and misleading claims. ASCI engaged with consumers through social media activities on Twitter, Facebook and LinkedIn and YouTube which have massively driven consumer attention towards the campaign. We hope this initiative from ASCI will empower and are encouraging consumers to make the right decisions.”

He further said, “The basic aim of this initiative is to make people aware of misleading advertisements. Our body works very fast and within 15 days' time, action is taken. The reason why we can see so many misleading ads cropping up is because of competition and every category has multiple players who are fighting for the same consumer.”

Sucheta Dalal, ASCI's Consumer Complaints Council Member, stated, “As a member of the consumer complaints committee (CCC) I have seen the big leap in ASCI's effort to track misleading advertisements across different media and languages on a nationwide basis. ASCI have also made it easy to file and track complaints online or engage with it through social media. All we need now is better consumer awareness and action by concerned citizens to keep ASCI on its toes by filing complaints and making themselves heard on the evolving issue of misleading advertisements.”

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