ASCI looks to nip bad ads in the bud, launches academy for influencer certification
Advertising Standards Council of India (ASCI)—a self regulatory organisation whose directives are not legally binding—launched ASCI academy, an initiative to ensure responsible advertising campaigns, on Monday.
The ASCI academy will provide courses for a range of people from students to influencers, in line with advertising regulations and ethical practices. The courses will be offered online, in person and in hybrid models, through e-learning modules, masterclasses and faculty development programmes.
While ASCI normally plays a role post ad publication or broadcast, this initiative is aimed at intervening at the time of creation to ensure guidelines awareness are followed at the time of ideation and approval of an ad.
“With short campaign durations, it is important that attention is directed at the point of creation of ads, not just after they are published.
When the only ads to hit the market are responsible and compliant, it is a win-win for both consumers and industry,” said Manisha Kapoor, CEO and secretary general, ASCI. She added that over the next three years, the ASCI Academy aims to train 100,000 current and emerging professionals through self-learning and on-campus courses.
The initiative is supported by several universities, industry bodies and civil society organisations.
The Department of Consumer Affairs and Ministry of Information and Broadcasting are also supporting the ASCI Academy initiative. Vikram Sahay, joint secretary, Ministry of Information and Broadcasting, is part of the ASCI Academy’s apex council.
“In the digital age, preventive actions need strong impetus and encouragement, and the training of industry professionals—current and future—is an important systemic intervention,” said Rohit Kumar
