Last week, the Ministry of Information and Broadcasting (MIB) ordered broadcasters not to air advertisements that violated the Advertising Standards Council of India’s (ASCI) code, and did not comply with the decision of its Consumer Complaints Council (CCC). ASCI, a self-regulatory body for the Indian advertising industry, recently released a set of final guidelines for the advertising of skin lightening and fairness products. This was after seeking industry and public feedback to a draft it had issued earlier. Approximately 50 ads will have to be taken off air, most of them being fairness products and teleshopping brands. Industry experts understand the importance of communicating with responsibility, but the strict implementation of the guidelines has not gone down too well with the fraternity.

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