Digital ads most misleading: ASCI

If you buy a product after seeing advertisements in TV or newspapers, then, beware, from numerous cosmetic products to health drinks and food items to home appliances, all these products are being sold to you on false claims.

The misleading information in these advertisements can be understood from the annual report of the Advertising Standards Council of India (ASCI). According to the report, in the financial year 2023-24, ASCI received more than 10,000 complaints against advertisements, and thereafter, 8,299 advertisements were scrutinized. Many of these violated the rules. By rules it is meant what should be shown in advertisements and what shouldn’t.

So, in 81 percent of such violations, incorrect information was given in advertisements. Whereas, 34 percent of the cases of violation were related to misleading situations or product promotions. So it’s clear that you should not blindly trust the advertisements you see, read, or hear.

Talking about where the rules were violated the most, the most violations were in digital ads. Out of the advertisements examined, 85 percent were digital ads. Compliance with the rules was observed in 75 percent of digital advertisements, while in print and TV advertisements, it was 95 percent.

Healthcare products are at the forefront. These accounted for 19% of the total cases. Following this, illegal offshore betting was with 17% and personal care products with 13% come next.

Violations of rules in advertisements for healthcare products and services can harm consumer health. Many clinics, hospitals, and wellness centers have made false claims about their services. Similarly, pharmaceutical companies have also made misleading claims about their medicines.

Experts explain that such advertisements actually violate many basic rights of consumers. Such as the right to access accurate information, the right to choose the right thing, the right to avoid unsafe things or services, and so on. This is also an unfair trade practice.

If any advertisement is found that violate the rules, the CCPA, i.e., Central Consumer Protection Authority, can impose a fine of up to Rs 10 lakh on manufacturing companies, advertisers, and celebrity endorsers. If found guilty of repeated violations, the fine could go up to Rs 50 lakh.

If you become a victim of such misleading advertisements, if you buy any product or avail any service where incorrect information has been provided, you can lodge a complaint by calling the National Consumer Helpline at 1800-11-4000 or 1915. You can register a complaint by providing details about the advertisement, the company’s product, description, etc.