Unified system to address misleading ads underway

Single system will help the government to streamline customer complaints because the current framework of multiple redressal platforms cause delays.

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  • Storyboard18,
 | August 13, 2024 , 8:35 am
In 2020, the Competition Commission of India (CCI) in 2020 ordered an investigation into Amazon and Flipkart for allegedly promoting certain sellers with which they had business arrangements and giving priority to certain listings.
In 2020, the Competition Commission of India (CCI) in 2020 ordered an investigation into Amazon and Flipkart for allegedly promoting certain sellers with which they had business arrangements and giving priority to certain listings.

The government of India reportedly is planning to bring in a unified system to tackle consumer complaints against misleading ads. The single system will help the government and related authorities to streamline customer complaints because the current framework of multiple redressal platforms cause delays.

At present, consumer complaints are registered with the Broadcast Seva, the Press Council of India and the National Consumer Helpline.

The plan of a unified mechanism will be presented in the Supreme Court, soon.

It was earlier reported that three Indian ministries are collaborating to form an inter-ministerial taskforce with a goal is to combat misleading and fraudulent advertisements on digital platforms. The Ministry of Information and Broadcasting, the Ministry of Electronics and Information Technology, and the Ministry of Consumer Affairs are spearheading this initiative to create a comprehensive regulatory framework for monitoring social media advertisements, ensuring compliance, and penalising violators.

Currently, each ministry involved in the taskforce handles different aspects of social media advertising. The Ministry of Information and Broadcasting oversees advertisement content, while the Ministry of Consumer Affairs supervises misleading content and surrogate advertisements. The Ministry of Electronics and Information Technology governs social media platforms.

read more: How to tackle false and misleading advertising sensibly

That apart, in May the Supreme Court mandated all firms to submit a self-declaration for all advertisements across all media platforms, which later was restricted to only two categories- health and food.

This decision was in response to a complaint against false medical claims made by Patanjali Ayurved. Companies must provide evidence of uploading this self-declaration to the broadcaster, publisher, printer, electronic media platform or TV channel, before their ads can go public. Non-compliance could lead to legal consequences, highlighting the seriousness of misleading advertising practices.

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