What Are The Rules Of Advertising In India?

What Are The Rules Of Advertising In India


Advertising plays a crucial role in shaping consumer behavior and promoting products and services. In India, a country with a diverse population and vibrant markets, the advertising industry has witnessed significant growth over the years. However, to maintain fairness, ethical standards, and protect consumers’ interests, the Indian government has established certain rules and regulations that advertisers must adhere to. In this article, we will explore the rules of advertising in India, highlighting key aspects that advertisers and marketers need to consider.

I. Advertising Standards Council of India (ASCI)

What Are The Rules Of Advertising In India

The Advertising Standards Council of India (ASCI) is a self-regulatory body that ensures responsible advertising practices in the country. ASCI has formulated a comprehensive set of guidelines known as the “Code for Self-Regulation in Advertising” to maintain fairness, honesty, and transparency in advertising. Advertisers in India are expected to follow these guidelines, which cover various aspects of advertising, including:

a) Truthfulness and Substantiation: Advertisements must not contain any false or misleading claims. Advertisers are required to have substantiation for any statements, comparisons, or claims made in their advertisements.

b) Decency and Propriety: Advertisements should not contain any content that is vulgar, obscene, or offensive to public decency. Cultural and religious sensitivities must be respected.

c) Safety and Health: Advertisements must not promote products or services that are hazardous to health or safety. Misleading health claims are strictly prohibited.

d) Fair Competition: Advertisements should not denigrate competitors or make false comparisons that are likely to mislead consumers.

II. Regulations by the Ministry of Information and Broadcasting

Apart from ASCI, the Ministry of Information and Broadcasting, under the Cable Television Networks (Regulation) Act, 1995, has issued certain rules and regulations that govern advertising on television channels. These include:

a) Advertisements and Program Separation: Advertisements should be clearly distinguishable from regular programming content. There should be a clear separation between advertising and program segments to avoid confusion.

b) Duration and Frequency: The total duration of advertisements aired in an hour should not exceed 12 minutes. No advertisement should be longer than 10 minutes, except for certain exceptional cases.

c) Prohibited Content: Advertisements promoting tobacco and tobacco-related products, alcohol, and infant milk substitutes are not allowed. Advertisements must not contain any content that is indecent, obscene, or offensive.

III. Consumer Protection Act and the Competition Act

The Consumer Protection Act, 2019, is a significant legislation that safeguards consumer interests and regulates unfair trade practices, including misleading advertisements. Under this act, the Central Consumer Protection Authority (CCPA) has the power to take action against misleading advertisements and impose penalties on advertisers found guilty of unfair trade practices.

Additionally, the Competition Act, 2002, aims to prevent anti-competitive practices in the market. Advertisements that create a false impression of the product’s quality, price, or benefits, leading to unfair competition, can be deemed anti-competitive and attract penalties.

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IV. Digital Advertising Guidelines

With the rise of digital platforms, the Advertising Standards Council of India and other regulatory bodies have also issued specific guidelines for digital advertising. Some key aspects include:

a) Online Distinguishability: Advertisements should be clearly distinguishable from other content and labeled appropriately. They should not mimic the appearance of editorial content to mislead consumers.

b) Influencer Marketing: Influencers endorsing products or services must disclose any material connection or financial interest they have with the advertiser. Such disclosures should be clear, Rules Of Advertising In India prominent, and easily understandable.

c) User-Generated Content: Advertisers are responsible for ensuring that user-generated content used in their advertisements complies with the applicable advertising rules and regulations.

d) Privacy and Data Protection: Advertisers must comply with data protection regulations and respect users’ privacy rights. Personal information should be collected and used in a transparent and lawful manner.


As India’s advertising landscape continues to evolve, it is essential for advertisers and marketers to stay updated with the rules and regulations governing advertising practices. Adhering to these rules not only ensures compliance but also contributes to building trust among consumers.

 By following the guidelines set by ASCI, the Ministry of Information and Broadcasting, and other regulatory bodies, advertisers can maintain ethical standards, promote fair competition, and protect consumer interests, Rules Of Advertising In India ultimately fostering a healthy and responsible advertising ecosystem in India.


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