Misleading Advertisements and Advertising Ethics in India: A Report
Advertising plays a critical role in influencing consumer decisions, but when ads cross the line into exaggeration or deception, they violate ethical standards and can mislead the public. In India, the Advertising Standards Council of India (ASCI) sets self-regulatory guidelines for fair advertising practices. This report examines three recent advertisements that appear misleading and analyzes them against ASCI guidelines and ethical principles.
1. Fairness Cream Commercial
Platform: TV and YouTube
Brand (Name Withheld): A popular skincare brand claims their cream will give “visible fairness in 7 days.” The ad shows a woman transforming from dark to light skin and gaining job offers due to her changed appearance.
Ethical Violations:
- Misleading Claim: There is no scientific proof provided that fairness can be achieved in 7 days.
- Social Responsibility: The ad promotes colorism and harmful beauty standards.
- ASCI Violation: ASCI clearly prohibits ads that reinforce negative social stereotyping, especially based on skin color.
Suggestion for Improvement:
The ad should focus on skin health or glow without using unrealistic or socially insensitive claims. It should avoid implying that fairness equals success.
2. EdTech Learning Platform
Platform: Social Media (Instagram & Facebook)
Brand: An edtech startup claimed “100% job guarantee” after their 6-month online course.
Ethical Violations:
- Exaggerated Claim: No educational platform can assure a 100% job guarantee.
- Lack of Disclosure: Fine print with disclaimers was not visible in mobile versions of the ad.
- ASCI Violation: ASCI guidelines forbid guarantees without data-backed evidence and proper disclosures.
Suggestion for Improvement:
They should mention past placement statistics instead of using absolute guarantees. Clear and visible disclaimers should accompany such claims.
3. Ayurvedic Weight Loss Product
Platform: Newspaper Classifieds
Brand: A herbal capsule advertisement claims “Lose 10 kgs in 10 days – 100% Natural, No Exercise Needed.”
Ethical Violations:
- False Health Claims: Rapid weight loss without lifestyle changes is medically unsafe and deceptive.
- Public Safety Risk: Promoting unverified products may harm users.
- ASCI Violation: ASCI bars unsubstantiated health claims and requires medical evidence.
Suggestion for Improvement:
The ad should include clinical trial data, doctor approvals, and real testimonials. They must avoid unrealistic claims and promote health responsibly.
Conclusion
These three ads show how misleading or exaggerated advertisements can influence public behavior unethically. While creativity is essential in advertising, it must be balanced with honesty, fairness, and public interest.
Brands should follow ASCI’s Code for Self-Regulation in Advertising and regularly review their marketing content for ethical compliance. Consumers, too, must be educated to question too-good-to-be-true claims.
Key Takeaways:
- Do not make exaggerated or unverifiable claims.
- Avoid reinforcing harmful stereotypes or biases.
- Disclose disclaimers clearly and visibly.
- Follow ASCI and international advertising ethics.
Truthful advertising builds trust, protects consumers, and benefits the brand in the long term. Ethical responsibility should always guide creative freedom.