The Advertising Standards Council of India (ASCI) has amended the “Guidelines for disclaimers made in supporting, limiting or explaining claims made in advertisements”.
ASCI has processed over 800 advertisements in the past and found them to be in violation of disclaimer guidelines. In a recent survey by ASCI about 80% of consumers did not notice the disclaimers and 33% could not understand the disclaimer. The proposed amendments are as follows:
- Use of disclaimers must be kept to minimum. Long or complex disclaimers with difficult words and large blocks should be avoided instead headline claim should be modified in such a way to reduce the need for further qualifications through disclaimers.
- In television adds or any other video advertising on digital media all the disclaimers should be framed in manner clearly readable to consumers .
- Ideally, the disclaimers should not exceed two full length lines, each line shall remain in screen for more than 4 seconds.
- There should not be more than one disclaimer.
- Claims shall be crafted in a way that minimizes need for qualificatory disclaimers . If disclaimers are required, the same shall be crisp and should be easy to understand .