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Oct 02, 2012, 03.29 PM IST
Industry chamber CII today came out against the government move to set up a "parallel administrative authority" to deal with misleading advertisements, saying strengthening of existing advertising industry watchdog ASCI will serve the purpose.
"We urge the the Department of Consumer Affairs to reconsider its proposal to set up a parallel administrative authority which we strongly feel will delay the process of consumer redressal and be counter productive to its intent," CII President Adi Godrej said.
Releasing a white paper titled, 'Self Regulation in Advertising in India-A Critical Evaluation', Godrej said a separate law for dealing with misleading advertisements is not required, instead the Advertising Standards Council of India (ASCI) must be strengthened.
"Instead, we request them to consider partnering with and strengthening the current mechanism of self regulation through ASCI further, a win win for consumers, industry and the government," Godrej said.
In April this year, food and consumer affairs minister K V Thomas had said that the government was considering setting set up an inter-ministerial group to tackle the menace of misleading advertisements.
Emphasising on the critical role of ASCI, the white paper titled giving more teeth to the body would be a win-win situation for all stakeholders. "The solution to the problems posed by misleading advertisements is not to add one more legislation, in the form of an administrative authority as proposed by the Department of Consumer Affairs, to the basket of existing laws
It added that given ASCI's track record in self regulation of advertisement content, the paper said co-regulation between ASCI and regulators like DCA, Food Safety & Standards Authority of India, Ministry of Information and Broadcasting would be an effective solution.
In order to strengthen ASCI, the paper has suggested various measures like making membership of ASCI as mandatory for industry players and expanding the regulator's reach to monitor digital and home shopping networks.
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