ASCI to take up intra-industry complaints on fast track

NEW DELHI: The Advertising Standards Council of India (ASCI) on Monday said it will introduce a fast track redressal procedure, effective from September 1, 2011, for speedy resolution of intra-industry complaints.

For the purpose, the advertising industry watchdog has set up the Fast Track Complaints Council (FTCC), which is aimed at providing decisions regarding a complaint within seven days of registration.

"With the introduction of the fast track procedure, ASCI aims to provide a platform for member advertisers to quickly resolve intra-industry complaints against advertisement through industry self-regulation process instead of seeking expensive court litigation," ASCI Secretary General Alan Collaco said in a statement.

The FTCC is a 14-member panel, nominated from the existing 21 Consumer Complaints Council (CCC) members.

"The whole process from receiving the complaint to the decision of the FTCC is expected to take no more than seven working days...If the complaint is upheld then the advertiser will have to communicate the decision to withdraw the ad to the media concerned within two working days from notification of the FTCC's decision," the statement said.

The fast track procedure will be reviewed by the ASCI board for a period of 4 to 6 months of its commencement.

"Based on the results and experience, the Secretary General and the FTCC will make recommendations to the ASCI Board for making appropriate amendments, if any, to the Fast Track Procedure," the statement added.