Consumers can now file complaints against misleading commercials by companies to advertising watchdog ASCI through mobile messaging app WhatsApp. Consumers can now WhatsApp the objectionable advertisement to +91 77-100-12345, from where the Advertising Standards Council of India (ASCI) would lodge ‘suo moto’ complaints using this number.

Consumers can send pictures of print ads, hoardings, packaging or screen shots of websites, links of YouTube videos etc and a ASCI team would be scrutinising these complaints and take it further if found valid.

WhatsApp will serve as only the first touch point for consumers to reach ASCI with their main objections and images of the objectionable advertisement. Last year, it had launched a mobile app to connect with the consumers and curb misleading advertisements.

Did You Know?

• Advertising Standards Council of India (ASCI) is a self-regulatory voluntary organization of the advertising industry in India.
• The aim of ASCI is to maintain and enhance the public’s confidence in advertising. Their mandate is that all advertising material must be truthful, legal and honest, decent and not objectify women, safe for consumers – especially children and last but not the least, fair to their competitors.
• ASCI as a self-regulatory body governing advertising content is the ideal medium as its purpose is to serve both the advertisers as well as the consumers.