Is your brain running wild with creative advertising ideas? That you are sure will fetch more attention and lead to positive attitudes about the products. However, every advertisement has to meet the criteria put forth by our conscience keeper, the Advertising Standards Council Of India (ASCI). They have issued guidelines to ensure that the basic codes of self-regulation are followed.
Established in 1985, the ASCI is a voluntary self-regulatory organisation comprising members from India’s marketing, creative, media, and allied companies. ASCI has been committed to protecting Indian consumers’ interests through self-regulation in advertising since its inception. This regulatory body ensures that claims made in an advertisement are true to its name. There is a general shift from traditional media to digital spaces, and ASCI has ensured that they stay ahead of the curve and streamline advertising and marketing.
So, why do brands go for small and negligibly visible fonts in disclaimers even though they know the ASCI’s rules? Do brands shy away from providing full details about their products transparently?
As a magazine/website that writes predominantly about the real money gaming industry, we had several questions about the disclaimer, rules laid out by ASCI and more. To get our minds cleared, we got in touch with Manisha Kapoor, Secretary-General, Advertising Standards Council of India.
Do you think the ASCI disclaimer on an RMG advertisement will challenge the very fact that a particular game is skill-based?
The guidelines were introduced to make real-money gaming advertisements safer and more responsible for many consumers. We wanted to ensure that such advertising makes users aware of financial and other risks associated with playing online games and offers real money winnings. Whether a particular game is skill-based or not is not within ASCI’s remit; it is a legal and regulatory question.
Gaming has now taken a front seat as one of the careers that young Indians are choosing. Don’t you think putting such disclaimers will be an added problem for gamers when they have to convince their parents/family about their choice of profession?
ASCI’s primary concern is protecting the interest of millions of consumers. We observed that gaming advertisements targeted youth and families by suggesting that these can become sources of income and livelihood and help them bring about assets in their homes despite being poor.
All this while completely suppressing the fact that the games have the possibility of financial risks. Many users on these apps come from lower-income families and cannot afford to lose their hard-earned money. Using celebrities in these advertisements makes them more attractive and lure them in because consumers blindly trust their heroes and role models.
To read the full interview, head to read.gutshotmagazine.com.
Manthra Koliyer is a writer at Gutshot Magazine. She has an affinity for seeing the world through people’s eyes. With a bubbly fun personality, you can always catch her chatting with anyone she comes across. Holding an English Literature degree from Wilson College, Mumbai, and a Post Graduate Diploma in Journalism from Asian College of Journalism, this pop culture fanatic is ready to take on the world with a pen, paper, and microphone. She also actively works on her personal blog called namasteyconvict.blogspot.com, where for a moment she lets you into her drama-filled world.