In the present competitive world, where neck-biting competition is prevailing in every sector and everyone is fighting hard to register his or her presence, it has been observed that marketing strategies have also underwent a significant change, in order to attract more and more customers besides leaving the competitor companies far behind in ongoing blind race. These days, we can often see a lot of advertisements on each and every medium, right from hoardings to TV channels, newspapers to social media networks and many others, where companies leave no stone unturned in promoting its product by claiming it far better than others available in market. Besides spending a significant amount of profits in advertisements, the companies sometimes even not hesitate to misguide customers by making several tall claims, which are not present in reality. Taking a serious not of the situation, the Ministry of Consumer Affairs, Food & Public Distribution directs advertising agencies to ensure strict compliance of guidelines advertisements
As per reports, the Department of Consumer Affairs, Ministry of Consumer Affairs, Food & Public Distribution has directed to Advertising Association of India, Indian Broadcasting Foundation, Broadcasting Content Complaints Council, News Broadcasters and Digital Association, Advertising Standards Council of India, PHD Chamber of Commerce and Industry, Federation of Indian Chambers of Commerce and Industry, Confederation of Indian Industry, ASSOCHAM and Indian Society of Advertisers to ensure strict compliance of the guidelines for prevention of misleading advertisement and endorsement for misleading advertisements. Department has stated that it has been noticed that the guidelines are not being strictly complied with by the concerned entities and numerous goods are being advertised in an inappropriate manner. It has been observed that products like chewing tobacco and Gutka are being advertised taking veil of fennel and cardamom, by employing major celebrities, thereby putting a negative impact on people. Pertinently, the guidelines are applicable to a manufacturer, service provider or trader whose goods, product or service is the subject of an advertisement, or to an advertising agency or endorser whose service is availed for the advertisement of such goods, product or service regardless of the form, format or medium of the advertisement. The Department also cautioned the advertisers’ associations that failure to ensure strict compliance of guidelines by concerned parties would lead to the CCPA taking the reins besides taking suitable stern action against violators.
