New Delhi, Nov 17 (ANI): Information and Broadcasting Minister Ambika Soni today asked the Advertising Standards Council of India (ASCI) to improve the self-regulatory mechanism by speeding up the processes and compliance of its codes for advertising content.
Addressing a seminar organized by ASCI on "Strengthening self regulation of advertising content" here, Soni said the recently established self regulatory bodies in the broadcasting sector need to increase their membership to ensure the proactive and effective participation of smaller players in the sector.
Soni pointed out that there has been growth in the broadcasting sector with over 800 channels at the national and regional level in more than twenty major languages, covering approximately 140 million homes.
"This would also enhance the effectiveness of self regulation and make the environment responsive to the needs of the consumers," she added.
Elaborating further, Ambika Soni said it was critical for every stakeholder in the industry to work with sensitivity towards the hopes and aspirations of the people. Self -regulation as a process needed to be in a state of constant evolution so as to address critical concerns that arose from time to time.
"It was necessary to believe in this process in view of the changes taking place within the industry which offered tremendous opportunities for the advertising sector to become one of the principal engines of growth. As the Indian society was complex in character, advertising needed to be sensitive to the socio-cultural requirements of society especially women, children, disadvantaged and marginalized communities," she added.
Calling upon ASCI to create ads, which did not offend the sensibilities of the viewer, Soni also expressed at the rising number of complaints received by ASCI this year as compared to last year.
She mentioned that against 190 advertisements, 777 complaints had been received this year as against 200 complaints received vis-?-vis 159 advertisements. (ANI)
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