Advertising Standards Council of India norms for auto ads revised

Advertisements showing dangerous two-wheeler daredevilry may soon be a history.

Advertising Standards Council of India (ASCI), the apex self
regulatory body that controls the advertisement content, has made additions to its advertisement code for automotive vehicles and food and beverage segments.

“Apart from receiving several complaints from the public, we also saw a sudden increase in two-wheeler advertisements promoting their products’ speed and manoeuvrability with stunts bordering on dangerous,” said Alan Collaco, secretary general, ASCI.

The additions to the code on auto advertising promote safe practices such as wearing helmets, fastening seatbelts and not using mobile phones while driving.

The new guidelines also prohibit portraying violation of traffic rules, showing reckless speed or manoeuvres that could harm the rider, passengers or the public. Also, the code forbids showing stunts or actions ‘in normal traffic condition’.

“Dangerous or unsafe riding in advertisement can damage the image of two-wheelers in public, which can affect business badly in the long run, so such guidelines that lead to positive changes are welcome,” said Naresh Rattan, operating head (sales and marketing), Honda Motorcycle & Scooter India (HMSI).

Creative heads have a slightly different take. Having serviced the Bajaj account for a long time, Tarun Chauhan, executive director, Lowe Lintas India sees no harm in stunts, but adds that the fundamentals have to be taken care of.

He said, “Speed is synonymous with a two-wheeler, but its specifications must be clearly defined. Viewers must be informed that such stunts are performed under expert supervision and comply with traffic laws.”

In food and beverages, the new code additions prohibit advertisements from depicting personal changes in intelligence, physical ability or exceptional recognition, unless scientifically substantiated. Also, nutritional and health benefit claims in advertisements need scientifically substantiation, this includes products nutritionally designed as meal replacements.

On food and beverage advertising, Collaco said, “A brand of soup claiming it had low cholesterol and fat and no MSG, was asked to prove it, and they succeeded. However, their advertisement had a picture of a heart, which could mislead consumers into believing the product was good for the heart. So we asked them to edit the heart bit.”

The food and beverage code prohibits advertising of offers showing excessive consumption. Another ban is that the visual presentation of food and beverage should not be misleading from actual material characteristics.

“Each and every brand over-promises. But, consumers today are intelligent, and know what to believe,” says Amol Kulkarni, creative team leader, McCann Erickson.

ASCI guidelines also state advertisements should not undermine the role of parental care and guidance in ensuring proper food choices made by children. It specifies that messages in advertising to children must accurately portray the products in a way that suits their ability to understand.