ASCI launches E-Learning programme to promote responsible advertising

The online training programme is a proactive approach aimed at enabling the creators of advertising to get their advertisements right the first time

BestMediaInfo Bureau | Mumbai | April 15, 2015

In its endeavour to promote self-regulation and to strengthen self-discipline among creators of advertising, the Advertising Standard Council of India (ASCI) has launched E-Learning, an online training programme for advertisers and communication professionals. It is being offered at a nominal price.

Narendra Ambwani

Speaking on the launch, Narendra Ambwani, Chairman, ASCI for the year 2015, said, “We at ASCI are happy to launch this E-Learning programme, which has culminated as a result of hard work put in by our team over several months. It is a proactive approach that would enable the creators of advertising to get their advertisements 'Right the first time'. There is a direct and tangible business benefit associated with it, as a trained individual would be able to avoid costly reworks of modifying or pulling down of advertisement by adhering to simple do's and don'ts set out in the code.”

ASCI's E-Learning will offer its modules to all members, non-members, students and other interested individuals. ASCI is also offering special discounts to educational institutes. Prominent personalities from the field of advertising like Piyush Pandey, R Balki, and Sam Balsara have participated and lent their support to the e-learning modules.

The E-Learning course is designed in several modules, which the users can complete as per their own pace within a six-month window. Each of these modules consists of multimedia content, followed by a quiz:

• Introduction to ASCI (1 module) - Advertising self-regulation and ASCI

• ASCI advertising Codes (4 modules) - Truthful and honest representation, Non-offensive to public, Against harmful products/situations and Fair in competition

• ASCI category guidelines (4 modules) - Brand Extension, Food and Beverages, Educational Institutions and Automotive vehicles

• ASCI processes (4 modules) - Supers, Complaints Registrations and Monitoring, Complaint processing and ASCI Membership

On successful completion, the user will be awarded with a certificate.

Being an online platform, this programme will be accessible to everyone from anywhere at any time.

Vishwas Govindarajan, Director, Advertising Operations, Yahoo India, is the first industry professional who enrolled for the ASCI E-Learning programme and bagged the certificate.

“This is the era of digital technology, where advertising bombards every available space. In such an extremely versatile and dynamic medium, self-regulation plays a vital role. If the ad content falls below the regulatory standard set for advertising, it may result in irreparable damage, both to the brand and the company. ASCI E-Learning programme is a must have tool for every advertising professional,” said Govindarajan.

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