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A conclusion has come out which is a warning bell for consumers. Shocking figures of violation of advertising rules have come to light for consumers who are inspired to buy products by seeing celebrities in advertisements. Not only this, social media has now become the biggest means of misleading consumers through advertisements. Due to which caution has become necessary. Also, for parents who are attracted by advertisements to buy baby care products for the care of their babies, it has become necessary to do proper verification of that item. Because, now baby care products have also been added to this list. 10,093 complaints received from consumers in the year 2023-24 were studied. Along with this, 8,299 advertisements were also reviewed. Shocking results came out. The ratio of complaints of misleading and violating advertisements is 12.8 percent higher in 2023-24 as compared to 2022-23.
In 2023-24, healthcare was the sector in India that violated advertising rules the most. The annual findings of the Advertising Standards Council of India (ASCI) state that this segment has misled people by making false claims on a large scale. The baby care sector was added as a new contender to mislead the public in the top violator category. Through which effective promotion was done. Such sectors were promoted by celebrities without proper disclosure of the product. A total of 81 percent of the cases are of misleading people by showing celebrities in advertisements without following advertising rules.
In India, 19 percent of the cases of violation of advertising rules have been registered in the health care sector. Then 17 percent of the cases were related to illegal foreign betting (satta). In this order, health care and batting come after personal care. Out of 100 percent cases of violation of advertising rules, 13 percent cases were of personal care. 12 percent cases are of traditional education and ten percent cases are of food and beverages. While seven percent of such cases have come from the realty sector.
Nearly half of the ads identified by ASCI were not found to be in violation of the rules. Of the cases where rules were violated, most were ads that misled or misled consumers by making false claims (81 per cent of such cases were found), while 34 per cent of the cases were found to promote harmful conditions or harmful products.
On the other hand, digital media has been the main source of violations of rules. 85 percent of advertisements were compromised. Also, the compliance rate was also less than 75 percent. Whereas for print and television this rate was 97 percent. This situation has raised serious questions about the online safety of consumers. ASCI said, this issue was raised last year as well.
Repeated appearances of celebrities in advertisements are also a violation of the ASCII code. ASCI has acted on 101 complaints related to celebrities. Of these, 91 percent advertisements need correction. Out of such 101 advertisements, 104 celebrities were found to be violating the guidelines as they did not provide the necessary evidence regarding the claims made by them in the advertisement.