The Advertising Standards Council of India (ASCI) has unveiled the ASCI Academy, an initiative with the aim to amplify the advertising industry's capacity to create more responsible and progressive advertising campaigns.
Building upon ASCI's corrective role which comes alive post ad publication, this platform embeds self-regulation right at the point of the inception of advertisements.
In today's digital landscape, characterised by brief campaign durations and a surge in the number of advertisers, the ASCI Academy will help empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.
The academy has consolidated ASCI's thought leadership and educational programs under one comprehensive umbrella. The academy's spectrum of programs caters to diverse needs, spanning online, in-person, and hybrid formats. From e-learning modules to topical webinars, from masterclasses on regulatory nuances to enhancing teaching skills through faculty development programs, the academy covers it all.
Additionally, influencer certification programs ensure responsible endorsement practices, while consumer education initiatives foster informed choices.
The Academy has over 50 founding partners and supporters including Cipla Health, Coca-Cola India, Colgate-Palmolive (India), Diageo India, Hindustan Unilever, Mondelez India Foods, Nestlé India, PepsiCo India, Procter & Gamble Home Products, several universities and colleges, civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.
Rohit Kumar Singh, Secretary, Department of Consumer Affairs, said, “I congratulate ASCI on the launch of the ASCI Academy. In the digital age, preventive actions need strong impetus and encouragement, and the training of industry professionals – current and future is an important systemic intervention. The Department of Consumer Affairs is supportive of such efforts by the advertising self-regulator to foster a culture of responsibility in the advertising industry. We hope that the advertising industry engages deeply with the Academy programs to make their teams better trained and educated on the aspects of advertising regulations.”
Vikram Sahay, Joint Secretary, Ministry of Information and Broadcasting, who is part of the ASCI Academy’s Apex Council, said, “Many congratulations to ASCI on the launch of the ASCI Academy. The Ministry of Information & Broadcasting has always supported self-regulatory mechanisms in the media and entertainment industry. We hope that the resources and support by the Academy would be extremely useful for the online advertisers and platforms.”
NS Rajan, Chairman, ASCI, said, “While ASCI has always had a strong corrective mechanism, we also wanted to harmonise the dynamic interplay between creativity and responsibility and address the broader consequences of advertising on society at large. The ASCI Academy is a big step in this direction which will facilitate a preventive footprint and shape an advertising ecosystem to help the industry to get it right.”
Manisha Kapoor, CEO and Secretary General, ASCI, added, “With short campaign durations, it is important that attention is directed at the point of creation of ads, not just after they are published. When the only ads to hit the market are responsible and compliant, it is a win-win for both consumers and the industry. Over the next three years, ASCI Academy aims to train 100,000 current and emerging professionals through self-learning and on-campus workshops and sessions, besides programs for research and consumer education. This is a new chapter in self-regulation in India, and we are grateful to all our founding partners for supporting this vision. We hope to add several more believers in this agenda- this is just the beginning”.