4 minute read
ASCI: Ahead Of The Advertising Curve
A quick chat with Manisha Kapoor, Secretary General, ASCI, will give you a gist of how ASCI is stringently committed to the cause of self-regulation in advertising.
Is your brain running wild with creative advertising ideas? That you are sure will fetch more attention and lead to positive attitudes about the products.
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However, every advertisement has to meet the criteria put forth by our conscience keeper, Advertising
Standards Council Of India (ASCI).
They have issued guidelines to ensure that the basic codes of selfregulation are followed.
Established in 1985, the ASCI is a voluntary self-regulatory organisation comprising members from India’s marketing, creative, media, and allied companies. ASCI has been committed to protecting Indian consumers’ interests through self-regulation in advertising since its inception. This regulatory body ensures that claims made in an advertisement are true to its name. There is a general shift from traditional media to digital spaces, and ASCI has ensured that they stay ahead of the curve and streamline advertising and marketing.
As a magazine/website that writes predominantly about the real money gaming industry, we had several questions about the disclaimer, rules laid out by ASCI and more. To get our minds cleared, we got in touch with Manisha Kapoor, Secretary-General, Advertising Standards Council of India.
By Manthra Koliyer
Do you think the ASCI disclaimer on an RMG advertisement will challenge the very fact that a particular game is skill-based?
The guidelines were introduced to make real-money gaming advertisements safer and more responsible for many consumers. We wanted to ensure that such advertising makes users aware of financial and other risks associated with playing online games and offers real money winnings. Whether a particular game is skillbased or not is not within ASCI’s remit; it is a legal and regulatory question.
Gaming has now taken a front seat as one of the careers that young Indians are choosing. Don’t you think putting such disclaimers will be an added problem for gamers when they have to convince their parents/ family about their choice of profession?
ASCI’s primary concern is protecting the interest of millions of consumers. We observed that gaming
advertisements targeted youth and families by suggesting that these can become sources of income and livelihood and help them bring about assets in their homes despite being poor.
All this while completely suppressing the fact that the games have the possibility of financial risks. Many users on these apps come from lowerincome families and cannot afford to lose their hard-earned money. Using celebrities in these advertisements makes them more attractive and lure them in because consumers blindly trust their heroes and role models.
It has been ruled that poker is a skill game. Does the disclaimer now challenge the integrity of the ruling?
ASCI does not decide whether a particular online game is skillbased or chance-based. That is for the government and courts to decide. ASCI wants to ensure that such advertising makes users aware of financial and other risks associated with Playing using real money online through these guidelines. Various government ministries have supported the ASCI guidelines to address the increasing concerns about potentially misleading and harmful advertisements in the sector.
ASCI’s statement, “The advertisements should not be present for ‘online gaming for real money winnings’ as an income opportunity or an alternative employment option, and the advertisement should not suggest that a person engaged in gaming activity is in any way more successful as compared to others.” The poker industry has several IITians, doctors and businessmen playing poker fulltime. Doesn’t this statement put the efforts and passion of such players in a bad light?
If an individual with full knowledge of the play and its risks chooses to play poker full-time, it is their choice. Our focus is to bring to the forefront the risks associated with these options so consumers can make an informed decision.
We generally receive calls saying, ‘With 499, make your 1 Crore dream come true. Aren’t such calls misleading?’ While there could be a disclaimer in English, calls in Hindi will appeal to a much bigger audience. What is the take of ASCI on that?
Every such gaming advertisement must carry the following disclaimer, even when it comes to calls: “This game involves an element of financial risk and may be addictive. Please play responsibly and at your own risk.” The disclaimer needs to be placed in average speaking pace at the end of the advertisement and must be in the same language as the advertisement itself. If there is no disclaimer, the ad stands in violation of ASCI’s guidelines and can be viewed as misleading.
As per the report from BARC, out of 2,142 advertisers in May 2021, 1,347, (63%) were new advertisers. Owing to the increasing consumption of advertisements, ASCI sincerely believes that ‘vigilant consumers can strengthen ASCI’s surveillance.’
Advertising has become the most significant way of conveying information to gen Z irrespective of its medium, and the ability to absorb or exude lies in the consumer’s hands. This relates to the famous quote by futuristic philosopher Alvin Toffler who once wrote, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” To compare this with the changing scenarios in our advertising sector, people must know that we are at the nexus of choice and we must abide by what we choose to consume in the digital era.
You can send a WhatsApp complaint on 7710012345 giving the details of any misleading advertisements you come across to ASCI.
