There have been consistent, and very many complaints, against Educational Institutions and Programs, who make claims guaranteeing Job Placements.

The earlier Guidelines for Advertising of Educational Institutions and Programs, stated: ‘The advertisement shall not state, or lead the public to believe, that, enrolment in the institution, or program, or preparation course, or coaching classes, will provide the student a temporary or permanent job, admissions to institutions, job promotions, salary increase etc., unless the advertiser is able to submit substantiation to such effect.’

 


Though the past record of the Educational Institutions and Programs in placements were impressive, they were not hundred percent. Also, guaranteeing future placements based on past performance, cannot be made.

Hence ASCI has added to the existing Guidelines, the following :

1. The advertisement must carry a disclaimer stating ‘Past record is no guarantee of future job prospects’.

2. The font size of the disclaimer, should be no less than, the font size of the claim being made, in the advertisement.

 


The Guidelines for Communicating Disclaimers and Qualification of Claims through ‘Supers’ in an Advertisement stated that, for Television, the ‘super’ should be eleven pixel size. However in many cases the ‘super’ was not readable. Hence it was decided to increase the minimum size of the ‘super’ to twelve pixel size.

Yet, readability of the ‘super’ was a key issue. The ‘super’ could only be read if the disclaimers were two lines and below. If the disclaimers were more than two lines, the ‘supers’ could not be read. Also, it does not make sense for an ad in Hindi to have English ‘supers’.

 


Hence, for Television ads, ASCI has added to the existing Guidelines, the following :

1. For upto two lines of ‘supers’, the size of the ‘supers’ shall be a minimum of twelve pixel size, and the stay time , not less than four seconds duration, on the screen. For every additional line of ‘super’, the stay time needs to go up by two seconds duration per line.

2. The ‘super’ should be in the same language as the audio of the ad.

 


ASCI does not accept, and process, complaints against political and non-commercial government advertising for the following reasons :

1. ASCI's self regulation system is established as an industry initiative, with the objective of regulating commercial communication i.e. advertising which, directly or indirectly, solicits exchange of money for goods and services.

2. It is important to ASCI's integrity that it is seen as an impartial adjudicator, free from the perception of political bias. It is not possible to make decisions about, whether a political or non commercial government advertisement breaches the Code, without the potential for being seen as taking a political viewpoint.

 


3. ASCI has mandates from industry associations such as ISA, AAAI, INS, IBF, etc. ,representing India's advertisers, advertising agencies and media, to self-regulate advertising content. ASCI currently, has no mandate to regulate government or political advertising. Complainants need to be aware that the ASCI is an industry funded body. It is inappropriate for ASCI to assume jurisdiction over the content of political or government advertising, in the absence of political parties' or government's support for such advertising to be regulated by ASCI.

 

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