Does ASCI have any guidelines or rules which agencies have to follow?
Yes, The ASCI has a Code for Self Regulation in Advertising which covers the following principles: I. To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertisements. II. To ensure that advertisements are not offensive to generally accepted standards of public decency. III. To safeguard against the indiscriminate use of advertising for the promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society at large. IV. To ensure that advertisements observe fairness in competition so that the consumer’s need to be informed on choices in the market-place and the canons of generally accepted competitive behaviour in business are both served.
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