Brief notes on General Rules of Conduct in Advertising


1. Advertising should be so designed as to conform to the laws of the country and should not offend against morality, decency and religious sentiments of the people.

2. No advertisement should be permitted:

(a) Which shows disrespect to any race, creed, nationality except wherein such usage would be for the specific purpose of effective dramatisation, such as combating prejudice;


(b) Which is against any of the objectives, principles or provisions of the constitution of India;

(c) Which will tend to incite people to crime or to promote disorder, violence or breach of law;

(d) Which presents criminality as desirable or furnish details of crime or imitation thereof?

(e) Which would adversely affect friendly relations with foreign states?


(f) Which exploits the national emblem, or any part of the constitution, or the person or personality or national leaders or state dignitary?

(g) On cigarettes and tobacco products;

(h) No advertisements shall be permitted the objects whereof are wholly mainly of a religious or political nature; advertisements must not be directed towards any religious or political end or have any relation to any industrial dispute;

(i) Advertisement for services concerned with the following are not acceptable:


(a) Money lenders.

(b) Chit funds and saving schemes other than those conducted by nationalized or recognized banks.

(c) Matrimonial agencies.

(d) Unlicenced employment services.


(e) Fortune tellers or sooth-sayers etc. and those with the .claims of hypnotism would be excluded from advertising on TV.

(f) Betting tips and guide books etc. relating to horse racing or other games of chance shall not be accepted.

(g) No advertisement shall contain references which are likely to lead the public to infer that the product advertised or any of its ingredients has some special property or quality which is incapable of being established, e.g. cure for baldness.

(h) Scientific or statistical excerpts from technical literature, etc. must be, used only with a proper sense of responsibility to the ordinary viewer. Statistics of limited validity should not be presented in such a way as to make it appear that they are universally true.


(i) Advertisers or their agents must be prepared to produce evidence to substantiate any claims or illustrations.

(j) Visual and verbal representation of actual and comparative prices and costs must be accurate and should not mislead on account of undue emphasis or distortion, and,

(k) Testimonials must be genuine and must not be used in a manner likely to mislead the viewers.

Advertisers or the agencies must be prepared to produce evidence or support of any testimonial and any claims it may contain.

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