RS MP Kartikeya Sharma seeks delay in implementation of SDC for ads

Independent Rajya Sabha member and Founder and MD of iTV Network, Kartikeya Sharma on June 28 asked the government to delay the implementation of mandatory self-declaration certificates for advertisements citing operational challenges, ambiguity and potential legal challenges.

Raising the issue through a special mention in the Rajya Sabha, Sharma also suggested that the implementation be initially limited to medical advertisements and a wider consultation with the stakeholders be conducted.

He said the recent directive requiring self-declaration certificates for all advertisements, print, digital and electronic is aimed at safeguarding the consumer interest and upholding advertisement integrity.

"However, this directive has introduced several operational challenges. Significant ambiguity remains, especially regarding non-claim advertisements published by small media houses for SMEs. These advertisers may struggle to comply due to the technical nature of the process and the limited resources," Sharma asserted.

"The handling of the government and public sector advertisements under this directive is unclear. Media houses face difficulties in preparing self-declaration certificates, registering on the portal and troubleshooting issues, which could deter the advertisers from using print media and affect revenues and livelihoods of millions of people," he added.

Spelling out the difficulties, Sharma said the storage of self-declaration, weeding out and handling emergency advertisements pose further challenges, particularly within the digital media ecosystem.

"Given the potential for legal challenges and technical issues with the portal it is requested that the ministry delay the implementation of these guidelines until clear and objective procedures are established," he said.

Sharma further said it is also suggested the implementation be "initially limited to medical ads and a wider consultation with the stakeholders be conducted".

The self-declaration norms came into effect on June 18 following an order by the Supreme Court, which directed that before printing, airing or displaying any advertisement, the advertiser or the advertising agency must submit a self-declaration to 'Broadcast Seva Portal' of the Information and Broadcasting Ministry.