As per CCC, the claims made in the ET Now promos were misleading that exploit consumers’ lack of knowledge and lead to widespread disappointment in the minds of consumers. It added that the channel in their promos circulated the BARC data claim to be the No. 1 channel starting 14th February 2019 during Week 6,7,8,9 & 10. The BARC advisory dated 31st January 2019 which was updated on 14th February 2019, was applicable during the period of the advertisement complained against.
Therefore, TV Promos contravened Chapter I.3 of the ASCI Code.
The investigation was done in April 2019, and the ASCI investigated complaints against 206 advertisements, of which 49 advertisements were promptly withdrawn by the advertisers as soon as they received the ASCI communication.
The consumer protection body upheld complaints against 114 advertisements out of 157 advertisements evaluated by them. Of these 114 advertisements, 59 belonged to the education sector, 35 belonged to the healthcare sector, five to personal care, two to the food & beverages sector and 13 were from the ‘others’ category.
ASCI chairman D Shivakumar commented, “For several years, we have worked on many fronts to ensure awareness and acceptance of self-regulation in advertising. More recently ASCI has launched its digital campaign “Self-Regulate before it is too late”, towards encouraging better industry participation for protecting self-regulation of advertising. It is important that advertisers work together with ASCI to build a strong and cohesive self-regulatory ecosystem to ensure that advertising stays trustworthy and independent of external controls.”