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

India’s ad watchdog ASCI amends disclaimer guidelines in advertisements

by Maureen Basa

-

January 25, 2023

India’s ad watchdog ASCI amends disclaimer guidelines in advertisements

Mumbai, India – In response to a recent survey stating that 80% of respondents do not notice disclaimers in ads, the Advertising Standards Council of India (ASCI) has tightened its ‘Guidelines for Disclaimers made in supporting, limiting or explaining claims made in advertisements’.

The ASCI survey was done with 130 consumers, which also revealed that 33% of the respondents could not understand the disclaimers clearly even after adequate exposure time while  62% of them felt that the disclaimers were excessively long.

Moreover, the Consumer Complaints Council (CCC) have also observed that the frame of the advertisements containing the disclaimer was ‘very crowded’ and distracted the viewer’s focus.

To address these issues, ASCI has made some amendments to the guidelines, including limiting long and complex disclaimers to two full-length lines only. The disclaimers should also be readable, in a single frame, and must remain on screen for more than four seconds for every line.

Meanwhile, for regulatory requirements where the disclaimer exceeds two lines, additional hold duration should be inculcated. The ASCI also added that all forms of text appearing on screen at any one point in time should likewise be counted calculating the hold duration of disclaimers.

The ASCI has however retained guidelines such as restricting disclaimers from attempting to correct a misleading claim made in an advertisement and attempting to suppress material information with respect to the claim, amongst others.

Manisha Kapoor, CEO and secretary-general at ASCI commented on the amendments, stating, “While ASCI has had disclaimer guidelines since 2016, it was observed that over-use of disclaimers made it difficult for consumers to understand all the information presented in the ad. This is evident from our survey where 80% of consumers did not even notice the disclaimers.”

The ASCI has also previously partnered with K&S Partners to identify unfair trademark practices used by brands.

Related Tags Survey India ASCI Advertising Standards Council of India Advertising regulation
Share this article

Related Articles

View All
ASCI-and-K&S-Partners
Marketing Featured South Asia
ASCI, K&S Partners tie up to spotlight unfair trademarks practices used by brands
October 14, 2022
By Jean Cabico
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
No posts found

Featured Articles

View All
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
Main Feature Marketing APAC
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
January 3, 2023
By Teddy Cambosa
Featured-Images-5-1
Main Feature Marketing Partners APAC
MARKETECH APAC delves deep into metaverse marketing activations in recent webinar
December 15, 2022
By Maureen Basa
What’s NEXT 2023: Marketing in Asia Pacific hybrid conference launches, announces its first 11 confirmed speakers
Main Feature Marketing APAC
What’s NEXT 2023: Marketing in Asia Pacific hybrid conference launches, announces its first 11 confirmed speakers
December 13, 2022
By Teddy Cambosa
MARKETECH APAC tackles ‘What’s NEXT’ in influencer marketing in latest industry discussion
Main Feature Marketing Partners APAC
MARKETECH APAC tackles ‘What’s NEXT’ in influencer marketing in latest industry discussion 
November 22, 2022
By MARKETECH APAC
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
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

Communications consultancy Mutant opens Philippines office, expands Southeast Asia footprint
Communications consultancy Mutant opens Philippines office, expands Southeast Asia footprint
June 20, 2025
Fatima Baduria
No posts found
Hyundai Motor Malaysia to establish direct presence in MY as part of SEA expansion
June 20, 2025
Teddy Cambosa
MediaDonuts now ‘Aleph’ across key Asian markets in strategic brand unification
June 20, 2025
Aliza Carmona
AirAsia Media, Universal Pictures’ campaign takes flight for ‘How To Train Your Dragon’
June 20, 2025
Fatima Baduria
SCMP’s new campaign taps influential Hong Kong voices to spotlight evolving reader engagement
June 20, 2025
Aliza Carmona
The Trade Desk, HOY expand strategic partnership to advance programmatic CTV advertising in HK
June 20, 2025
Teddy Cambosa
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