Citizens' Issues
ASCI seeks to restrict ads of educational institutions

A new set of guidelines issued by ASCI’s code for regulation in advertising for the educational institutions would help curb false promises and misleading advertisements

Advertising Standards Council of India (ASCI) has come out with new set of guidelines in order the curb the false claims and propaganda made by advertisers, especially educational institutions like schools, colleges, universities and coaching classes.

 

These new guidelines issued by the ASCI have targeted several institutes who do not have accreditation from concerned bodies, flouting every rule and brazenly publishing advertisements on the print, broadcast and digital media.

 

False promises by several educational institutes are classic examples where the respective institutes proclaim glossy promises of placements and tie-ups with well known foreign universities.

 

In a country like India where a lot of premium is put on education, the industry has grown full fledged and equally, there has been growth in the cases where unsuspecting students and their parents have been duped. Unlike other tangible commercial products, the value of the education and training cannot be ascertained by inspection and demonstration being put to a standard measurement system. Instead, they are judged by degree, diplomas, recognition, accreditation, testimonials, track-record for placements, ASCI said in a release.

 

The guidelines as stipulated by the ASCI’s Code for Self - Regulation in Advertising, the Advertisements of Educational Institutions and Programs are as follows:

 

 1. The advertisement shall not state or lead the public to believe that an institution or course or program is official, recognised, authorised, accredited, approved, registered, affiliated, endorsed or has a legal defined situation, unless the advertiser is able to substantiate with evidence

2a) Advertisement offering a degree or diploma or certificate which by law requires is recognising or approving by an authority shall have the name of that authority specified for that particular field

2b) In case the advertised institution or program is not recognised or approved by any mandatory authority, but is affiliated to another Institution which is approved or recognised by a mandatory authority, then the full name and location of the said affiliating institution shall also be stated in the advertisement

 

Separately, the advertisement regulatory body has also come out with guidelines for using ‘supers’ while communicating disclaimers and qualifications in an ad. “Supers should be clearly legible and on TV ads should be held long enough for the full message to be read by average viewer on a standard domestic TV set,” ASCI said in a release.

 

Here is the minimum size of lettering of ‘Supers’ and its holding time on screen for TV ads is required…

 

1) For Print Ads the font size of the “Supers” shall be minimum 6 and 7 points for 100 cc or less and more than 100 column centimetre or equivalent size ads, respectively

2) For TV Ads the size of the “supers” shall be of minimum 12 pixel height and stay not less than 4 seconds duration on the screen for up to two lines of “supers”. For every additional line of super, hold time needs to go up by 2 seconds per line. The “super” should be in the same language as the audio of the ad.

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