Misleading advertisements come under government scanner

NEW DELHI: The government plans to form an inter-ministerial committee to suggest ways to check misleading advertisements that claim exaggerated benefits like fair skin or full energy, junior food minister K V Thomas said on Thursday. Speaking at a conference organised by the Advertising Standards Council of India, the industry's self regulator, Thomas expressed doubt that the current mechanism works. "What strikes you most is that most of the misleading ads are issued not by small flyby-night companies, but big corporations, who could even be members of ASCI," said the minister of state for food, consumer affairs and public distribution. He cited advertisements issued by the Piramal Healthcare on 'getting complete energy in eight days or money back' and by Airtel Digital TV on 'Free Regional Pack for life'. Thomas said laws such as the Drugs and Magic Remedies (Objectionable Advertisements) Act and the Cable Television Network Regulation Act have failed to prevent misleading ads. Since several ministries are involved in the implementation of some of these laws, the government is now considering an inter-ministerial committee to look at ways to make them effective. There is also a demand for an independent regulator to monitor and certify health-related advertisements, Thomas said. He said the government was open to working with the advertising council to take the matter forward. Information & Broadcasting Minister Ambika Soni said reviewing consumer complaints on misleading ads will make the self-regulation machinery more effective. "Advertising is the principle motivator of growth in consumer demand, which makes the role of a creative person extremely significant," said Soni. "All of us should sensitise ourselves to ensure that 1.2 billion people can enjoy the freedom entrusted to us," she added. ASCI Chairman I Venkat said the organisation has stepped up the frequency of its consumer complaints council's meetings to twice a month from this month.