Do’s and Don’ts for Indian Advertisers – Codes laid down by AAAI (Association of Accredited Advertisers of India)
Don’ts
Individual media and media groups should preferably establish their own codes of ethics. Some newspapers and magazine refuse to publish advertisements for tobacco and alcohol beverages. Most of them investigate the reliability of the advertisers before accepting their copy.
Do not possess, sell, and let to hire or otherwise promote circulation of any harmful publication involving Young person in any part of India. (Young Persons (Harmful Publications Act, 1956).
No Prize competition for prizes exceeding Rs.1000/- a month should be held without a license.
Advertisements – textual, pictorial, graphical or otherwise should not generate hatred, contempt or dissatisfaction towards Government or between different classes of citizens in India.
Do not use in advertisement the name, emblem or official seal of the United Nations and of some of the specialized agencies, and also Indian National Flag, the name and emblem or official seal of Government of India, or Supreme, High Courts, Rashtrapathi Bhuvan, Pictorial representation of The President and the Prime Minister of India without the written permission for the concerned dept and the officials.
Avoid use of unauthorized use in the advertisement another organization’s trademark. This may attract civil and criminal liabilities.
Advertisement should not carry any misleading information regarding usages and magical cures of certain diseases.
Advertisement to get protection under Copyright Act, 1957 must be original. So it must not be copied from another or must not be from public domain.
No representation of women in an indecent and Obscene manner.
Do not claim orally; through advertisement or by way of a product label your product to be of quality, which it does not possess. You will be held responsible for canvassing products of less purity.
Advertisers not to quote the name of Indian Government Agency responsible for conducting, analyzing or carrying out any research related matters.
You are not to willfully disobey any order, decree, judgment or process of the court – it shall amount to contempt of court.
Advertisement should not violate the rights of consumers in regard to safeguarding them from exploitation, or stop consumers seeking redressal against unfair trade practices from Consumer Councils.
Under the Representation of People Act, publicity, propaganda in any way in connection with the election should not be carried out or entertained 48 hrs before the commencement of the election.
Do not publish; advertise objectionable, unethical advertisements encouraging self-medication and self-treatment.
Do not be a party to pasting bills in public places.
Do not put the advertisement directly or indirectly interfering with other’s property, privacy, obstructing their views
etc.
Don not obstructs a place to which the public has an access, nor should erect dangerous structure near the highway.
Do not publish advertisement with obscene pictures meant merely to make money by titillating the sex feelings of adolescents and adults among whom the newspaper circulates or which constitute unwholesome exploitation of sex for money.
No misleading advertisement relating to magical cures by quacks and tantriks.
No advertisements relating to eateries invoking gods names.
Not to issue advertisement like “ Dial-a-friend – Enjoy”, in order to corrupt young minds.
Not to use the name of famous personalities, Institutions, which could be seen in poor, light or bring them in some
sort of disrepute.
Not to publish irrelevant maps, pictorial representation without actual verifications as to the scale etc.
Do’s
Self-regulation by the advertising industry is better than State Control.
Advertising trade association should be mainly concerned with maintaining high standard.
Radio and television should cooperate closely to avoid permitting advertising that may cause unfavorable social
reactions.
Newspapers should publish tariff charged for each advertisement to ensure that no unusual fee over and above market rate are charged.
Newspapers to make sure that all issues carry the advertisements in all their editions.
Editors should own full responsibilities for advertisements and editorial maters published in their newspapers.
Editors to assert their right to accept or reject advertisements especially to those, which cross the line of decency.
Abide by the Doordarshan and AIR Advertising codes.
Don’ts
Individual media and media groups should preferably establish their own codes of ethics. Some newspapers and magazine refuse to publish advertisements for tobacco and alcohol beverages. Most of them investigate the reliability of the advertisers before accepting their copy.
Do not possess, sell, and let to hire or otherwise promote circulation of any harmful publication involving Young person in any part of India. (Young Persons (Harmful Publications Act, 1956).
No Prize competition for prizes exceeding Rs.1000/- a month should be held without a license.
Advertisements – textual, pictorial, graphical or otherwise should not generate hatred, contempt or dissatisfaction towards Government or between different classes of citizens in India.
Do not use in advertisement the name, emblem or official seal of the United Nations and of some of the specialized agencies, and also Indian National Flag, the name and emblem or official seal of Government of India, or Supreme, High Courts, Rashtrapathi Bhuvan, Pictorial representation of The President and the Prime Minister of India without the written permission for the concerned dept and the officials.
Avoid use of unauthorized use in the advertisement another organization’s trademark. This may attract civil and criminal liabilities.
Advertisement should not carry any misleading information regarding usages and magical cures of certain diseases.
Advertisement to get protection under Copyright Act, 1957 must be original. So it must not be copied from another or must not be from public domain.
No representation of women in an indecent and Obscene manner.
Do not claim orally; through advertisement or by way of a product label your product to be of quality, which it does not possess. You will be held responsible for canvassing products of less purity.
Advertisers not to quote the name of Indian Government Agency responsible for conducting, analyzing or carrying out any research related matters.
You are not to willfully disobey any order, decree, judgment or process of the court – it shall amount to contempt of court.
Advertisement should not violate the rights of consumers in regard to safeguarding them from exploitation, or stop consumers seeking redressal against unfair trade practices from Consumer Councils.
Under the Representation of People Act, publicity, propaganda in any way in connection with the election should not be carried out or entertained 48 hrs before the commencement of the election.
Do not publish; advertise objectionable, unethical advertisements encouraging self-medication and self-treatment.
Do not be a party to pasting bills in public places.
Do not put the advertisement directly or indirectly interfering with other’s property, privacy, obstructing their views
etc.
Don not obstructs a place to which the public has an access, nor should erect dangerous structure near the highway.
Do not publish advertisement with obscene pictures meant merely to make money by titillating the sex feelings of adolescents and adults among whom the newspaper circulates or which constitute unwholesome exploitation of sex for money.
No misleading advertisement relating to magical cures by quacks and tantriks.
No advertisements relating to eateries invoking gods names.
Not to issue advertisement like “ Dial-a-friend – Enjoy”, in order to corrupt young minds.
Not to use the name of famous personalities, Institutions, which could be seen in poor, light or bring them in some
sort of disrepute.
Not to publish irrelevant maps, pictorial representation without actual verifications as to the scale etc.
Do’s
Self-regulation by the advertising industry is better than State Control.
Advertising trade association should be mainly concerned with maintaining high standard.
Radio and television should cooperate closely to avoid permitting advertising that may cause unfavorable social
reactions.
Newspapers should publish tariff charged for each advertisement to ensure that no unusual fee over and above market rate are charged.
Newspapers to make sure that all issues carry the advertisements in all their editions.
Editors should own full responsibilities for advertisements and editorial maters published in their newspapers.
Editors to assert their right to accept or reject advertisements especially to those, which cross the line of decency.
Abide by the Doordarshan and AIR Advertising codes.