Govt asks broadcasters to comply with ASCI advertisement code

New Delhi: The government has cautioned DTH service providers, multi-service operators and television channels against airing advertisements in violation of the self-regulation code by the Advertising Standard Council of India (ASCI).

In a circular issued to all TV channels, including Doordarshan, Indian Broadcasting Foundation, the ASCI, DTH service providers and multi-service operators, the Information and Broadcasting Ministry said it must be ensured that commercials carried in the cable service are in compliance with the self-regulation code of the ASCI.

"It has come to the notice of this ministry that some advertisements being carried in the cable service are not in conformity of the code of self-regulation of ASCI," the circular added.

It further said advertisements being or to be carried in cable service should comply with code for self-regulation of ASCI, which are now a part of Advertising Code prescribed under Cable Television Networks Rules, 1994.

The ministry also asked ASCI to report non-compliance by advertisers and TV channels, while asking the service providers to seek advice from ASCI in case of doubt on any interpretation of the Code for Self-regulation.

Last year, the I&B ministry had issued a notification amending Cable Television Networks Rules 1994, making it mandatory for advertisements on cable service to comply with ASCI's self-regulation code.

Recently, ASCI had announced self-regulatory guidelines for the food and beverages industry and it is also in the process of framing a set of new guidelines for automotive industry to check advertisements showing dangerous, rash and negligent driving.