Welcome the news. The Advertising Standard Council of India has announced the launch of ASCI Academy. It aims to make marketers, brand custodians, agencies, and other people in the ecosystem more responsible and progressive. It talks of a greater understanding of the guidelines! Working with greater consciousness! And higher degree of compliance. ASCI Academy will offer a consumer education programme. This will hopefully make consumers better aware of the guidelines, and maybe it will push for better reporting and complaints- leading to higher compliance! As per reports and notes, it will undertake research in current and new areas that impact consumer interest!
And I think there was a short certification course for interested people.
The guidelines have been there on site. The site has always remained updated. The consumer and marketers are engaged in evolving guidelines. There is absolute transparency in working. However, one would like access to what are the advertisers really to the objections raised. There is a focus on enhanced speedy resolution of complaints. Still, some limitations prevent further tightening of the process.
THE IDEA HAS MERIT.
The idea of being more preventive than corrective is a welcome stance.
The theory and wish to impact at the point of ad creation is a good thought!
The target to train 1,00,000 current and future marketing professionals, advertising agency personnel, people in the field of communication and consumers is an absolute pleasure to hear.
There is a wishful thinking of all this leading to a shift towards a deep culture of responsibility. And expecting that to be the norm is oversimplifying things.
This is a reaction to what NS Rajan (Chairman ASCI) and Manisha Kapoor (CEO and Secretary ASCI) said in the press note.
I love the initiative and know that the intent is right. But it is wishful thinking.
We would have seen the difference long ago if only KNOWLEDGE was enough for the complaince.
It is hard to believe, and I am absolutely sure that the brands that currently do not follow the guidelines or err on their judgement, behave not responsibly and progressively do not do so for the lack of understanding. They do this despite the knowledge. In fact, they work around the guidelines and knowingly flout the norms.
NET NET.
Do I have a solution to offer? NOT REALLY.
One is confident that the guidelines’ adherence will remain a dream unless flouting of the guidelines leads to some penalty affecting the revenue and brand image.
Unless the brands know their image is at stake if they fail in their responsibility. Nothing will happen.
Nothing will change unless the people at the top don’t drive the change and be accountable. The surprising part is that the top knows about the guidelines, know the expectation, and turn a blind eye – look to the other side when their department and teams knowingly test the guidelines. This the academy cannot change, so my belief in change is shaky. Offering ASCI Academy programmes online, in person, and hybrid may help numbers – I fail to see it helping compliance.
I am sure the industry partners will ensure compliance at their end. Their teams are well-educated and aware of the guidelines. They are big advertisers, and one can expect responsible behaviour from them. And it will help the well-meaning advertisers who unintentionally create communication that breaks compliance. Their intentions are never to do that, but a lack of awareness pushed them in that direction,
A lot depends on supporting partners like the I&B Ministry and the Department of Consumer Affairs. Maybe they could help with compliance.
However, if knowledge and awareness could solve such problems, we won’t have crime. And knowledge is not enough for guidelines compliance or responsible and accountable behaviour.
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