Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured South Asia
No posts found

ASCI, K&S Partners tie up to spotlight unfair trademarks practices used by brands

by Jean Cabico

-

October 14, 2022

ASCI-and-K&S-Partners

Mumbai, India – The Advertising Standards Council of India (ASCI) and intellectual property (IP) boutique K&S Partners, have joined hands to release a whitepaper titled ‘Misleading Advertisements and Trademarks – A Registration Conundrum’, which identifies the practice and instances of brands making misleading claims and representations through the use of trademarks.

Brands and advertisers often cite trademark registrations as a defence, these words or phrases mislead consumers. With this paper, ASCI and K&S Partners argue that such a defence is not valid, as making misleading representations violates the ASCI code, the Consumer Protection Act, and the Trade Marks Act itself. 

Moreover, the paper calls for greater scrutiny and restraint in permitting descriptive trademarks to brands, and to ensure that such trademarks are not a false representation of the product.

“At ASCI we see cases where the advertiser uses a trademark registration to defend their direct or implied claims, asserting that a trademark registration means that the claim is good in law. This is not true, and we would ask brands to be cautious in using untrue, exaggerated or misleading phrases to describe their products, whether trademarks or not,” said Manisha Kapoor, CEO and secretary general at ASCI.

Meanwhile, Prashant Gupta, partner at K&S Partners, shared that the issue concerning false, unsubstantiated, and dishonest advertisements, under the guise of descriptive or laudatory trademarks, is grave. 

“Protecting consumers from deception is one of the principal tenets of the ASCI Code, the Trade Marks Act, and the Consumer Protection Act. The Trademark Office needs to raise the threshold for descriptive or laudatory trademarks, failing which, protecting consumers’ rights from fraudulent marks and making informed choices would be severely compromised,” said Gupta.

Related Tags Brands India South Asia Advertising Standards Council of India Partnership K&S Partners Trademarks
Share this article

Related Articles

View All
NS Rajan unanimously elected as ASCI’s new chairman
Marketing Featured South Asia
NS Rajan unanimously elected as ASCI’s new chairman
September 30, 2022
By Teddy Cambosa
ASCI releases guidelines on harmful gender stereotypes
Marketing Featured South Asia
ASCI releases guidelines on harmful gender stereotypes
June 9, 2022
By Teddy Cambosa
Updated-ASCI-Code
Marketing Featured South Asia
Ad watchdog ASCI implements greater inclusion in advertising
May 26, 2022
By Jean Cabico
ASCI, Kantar launches probe on gender portrayals in ads via new report
Marketing Featured South Asia
ASCI, Kantar launches probe on gender portrayals in ads via new report
April 21, 2022
By Christian Calma
ASCI flags gaming ad violations during IPL broadcast
Marketing Featured South Asia
ASCI flags gaming ad violations in IPL broadcast, reiterates responsible advertising
April 13, 2022
By Carlo Sarabia
ASCI launches new service to help endorsers avoid making misleading ad claims
Marketing Featured South Asia
ASCI launches new service to help endorsers avoid making misleading ad claims
March 10, 2022
By Teddy Cambosa
No posts found

Featured Articles

View All
MARKETECH APAC’s Empowered Women returns with a conference and awards ceremony
Main Feature Platforms APAC
MARKETECH APAC’s Empowered Women returns with a conference and awards ceremony
October 12, 2022
By Joven Barcenas
Inner-State-Hakuhodo
Main Feature Marketing APAC
Establishing leadership in Asia: How Hakuhodo is powering its growth via acquisitions
October 6, 2022
By Jean Cabico
Inner-State-Sustainability-Marketing
Premium Main Feature Marketing APAC
Fostering sustainable behaviour: How sustainable marketing establishes brand credibility
October 5, 2022
By Jean Cabico
MARKETECH APAC to discuss how to future-proof your influencer marketing in 2023 in its latest webinar this November
Main Feature Marketing Partners APAC
MARKETECH APAC to discuss how to future-proof your influencer marketing in 2023 in its latest webinar this November
October 5, 2022
By MARKETECH APAC
MARKETECH APAC’s upcoming webinar to discuss how to future-proof brands’ event marketing strategies
Main Feature Marketing Partners APAC
MARKETECH APAC’s upcoming webinar to discuss how to future-proof brands’ event marketing strategies
October 4, 2022
By Teddy Cambosa
MARKETECH APAC’s What’s NEXT returns with a 4-month long festival of insights sharing
Main Feature Marketing APAC
MARKETECH APAC’s What’s NEXT returns with a 4-month long festival of insights sharing
August 30, 2022
By Joven Barcenas
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin