New Delhi: The Advertising Standards Council of India (ASCI) on Tuesday said it has introduced a new initiative under which immediate action would be taken against advertisements that are clearly seen as against public interest.
As per the Suspension Pending Investigation (SPI) initiative from ASCI, advertisements which are seen as in serious breach of ASCI's code, either being gravely obscene, indecent, vulgar or against public interest will now be required to be withdrawn immediately pending decision of its Consumer Complaint Council (CCC).
"Suspension Pending Investing is an important landmark for ASCI. It will ensure immediate action against advertisements that are clearly seen as against public interest," ASCI Chairman Arvind Sharma said in a statement.
This initiative will go a long way in getting seriously offending advertisements (ads) removed immediately before they cause any damage to the consumers and society in general, he added.
"We expect the advertising sector consisting of advertisers, ad agencies and media to support this very important initiative wholeheartedly to protect the interests of Indian consumers and general public," Sharma said.
ASCI has recently amended its Articles of Association to provide for launching "Suspension pending Investigation" initiative.
"In the event of suspension of any advertisement in the manner as aforesaid, the CCC shall at the earliest and not later than 30 days from the date of the suspension, adjudicate whether or not the advertisement is in breach of the Code and pass appropriate order accordingly after giving a reasonable opportunity to hear to the advertiser whose advertisement has been suspended," ASCI said.
ASCI is a self regulatory voluntary organisation of the advertising industry.