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Advertising agencies of Indian code of standards:
Rules of advertising ethics
- Rules of conduct Vis-a- Vis the customer:
- Advertising should be so designed as to conform not only to the laws but also to the moral and aesthetic sentiments of the country in which it is published.
- The advertisement that will bring contempt or disrepute should not be permitted. Advertising should not take advantage of the superstition or credibility of the general public.
- Advertising should tell the truth and avoid distorting facts and misleading by means of implications and omissions.
- No advertising should be permitted to contain any claim to exaggeration that will lead inevitably to disappointment in the mind of the consumer.
Rules of Ethics between Advertisers
Rules of Ethics Governing Agencies and Media
- Rules of Conduct
- Advertising agencies and media should avoid disparagement of their competitors.
- The accepted regulations governing the agency business in any country should be strictly observed by every agent doing business in that country.
- Misleading or exaggerated statements to an advertiser concerning the carrying out or probable effect of a campaign should not be permitted.
- The purchaser of advertising in any publication or other media is entitled to know the number, general character and distribution of the persons likely to be reached by his advertisement and to receive genuine cooperation in this respect from media.
- A clear and full statement of the rates and discounts applicable to various classifications of advertising should be published by every medium and adhered to.
- Code of conduct - of Doordarshan Advertising
- Advertising shall be designed as to conform to the laws of the country and should not offend morality, decency and religious susceptibilities of the people.
- No advertisement shall be permitted which tends to incite people to crime, cause disorder or violence or breach of law or glorifies violence or obscenity in any way. Present criminality as desirable relates to or promotes cigarettes and tobacco products, liquor, wines and other intoxicants.
- In its depiction of woman violates the constitutional guarantee to all citizens such as equality of status and opportunity and dignity of the individual. In particular, no advertisement shall be permitted which projects a derogatory image of women.
- Women must not be portrayed in a manner that emphasizes passive, submissive qualities and encourages them to play a subordinate, secondary role in the family and society. The portrayal of men and women should not encourage mutual disrespect. Advertiser shall ensure that the portrayal of the female form is tasteful and aesthetic and is within the well established norms of good taste and decency.
- No advertisement message shall in any way be presented as News.
- No advertisement shall be permitted the objects where they are wholly or mainly of a religious or political nature. Advertisements must not be directed towards any religious or political end or have any relation to any industrial dispute.
- Advertisements for services concerned with the following shall not be accepted
- Money lenders; Chit Funds;
- Saving schemes and lotteries other than conducted by Central and State Governments organizations, Nationalized or recognized banks and Public Sector Undertakings; Matrimonial agencies;
- Unlicensed employment services;
- Fortune tellers or smooth-Sayers etc., and those with claims of hypnotism;
- Foreign goods and foreign banks; Betting tips and guide books etc., relating to horse-racing or other games of chance.
- No advertisement shall contain the words "Guarantee" or "Guaranteed" etc., unless the full terms of the guarantee are available for inspection by the Director General, Doordarshan and are clearly set out in the advertisement and are made available to the purchaser in writing at the point of sale or with the goods.
- Advertisements shall not contain disparaging or derogatory references to another product or service.
- Testimonials must be genuine and used in a manner not to mislead the viewers.
- No advertisement of any kind of jewellery or precious stones shall be accepted.
- Any such effects which might startle the viewing public must not be incorporated in advertisements for example and without limiting the scope the use of the following sound effects will not be permitted; rapid gunfire or rifle-shots, sirens, bombardments, screams, raucous laughter and the like.
- No advertisement for a product or service shall be accepted if it suggests in any way that unless the children themselves buy or encourage other people to buy the products or services, they will be falling in their duty or lacking in loyalty to any person organization.
- No advertisement shall be accepted which leads children to believe that if they do not own or use the product advertised they will be inferior in some way to other children or that they are liable to be condemned or ridiculed for not owning or using it.
- Any advertisement which endanger the safety of the children or creates in them any interest in unhealthy practices shall not be accepted, e.g., playing in the middle of the road, leaning dangerously out of a window, playing with match-boxes and other goods which can cause accidents.
- Children shall not be shown begging or in an undignified or indecent manner.
- Advertising shall not take advantage of the superstition or ignorance of the general public.
- Advertising shall be truthful, avoid distorting facts and misleading the public by means of implications and omissions.
- Testimonials of any kind from experts etc., other than government recognized standardization agencies shall not be permitted.
- Indecent, vulgar, suggestive, repulsive or offensive themes or treatment shall be avoided in all advertisements.
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