Digital
ASCI’s draft guidelines ensure honest environmental ads
Mumbai: The Advertising Standards Council of India (ASCI), has proposed draft guidelines for environmental claims in advertising. The draft guidelines are open for public feedback until 31 December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.
Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.
Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.
The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.
Notable Industry experts have given their opinion regarding these guidelines.
Edited excerpts
Leads Brand Connect managing director Richa Khandelwal
ASCI guidelines on the environment are a powerful tool in promoting sustainable advertising practices. By adhering to these guidelines, brands can demonstrate their commitment to protecting our planet and inspire positive change. It’s all about creating advertisements that are not only impactful but also mindful of their environmental footprint. We embrace ASCI drafted guidelines to foster more responsible advertising where thoughtful creativity and sustainability go hand in hand.
Digital
Newmbharat ride-booking app to launch with zero commissions
WEML unveils prepaid platform eliminating surge pricing, aims to stabilise driver earnings and fix fares for passengers.
MUMBAI: Ride-hailing in India is about to get a fare shake-up because when commissions vanish, the only thing surging might be driver smiles. World Economic Mobility Limited (WEML), governed by the Narayanihiti Trust, is gearing up to launch Nembharat, a new ride-booking app that scraps driver commissions and passenger surge pricing entirely. The prepaid, cashless platform promises drivers keep 100 per cent of their earnings while commuters enjoy fixed, predictable fares no dynamic pricing surprises.
The move lands amid ongoing tension in the sector: driver strikes over low take-home pay, passenger gripes about safety and erratic fares, and mounting regulatory scrutiny on platform accountability and gig-worker protections. Nembharat positions itself as a national transport network that integrates cabs, auto-rickshaws, and other modes under uniform safety standards aligned with Central Consumer Protection Authority (CCPA) guidelines.
WEML director and CEO Deepak K. Shah said, “Our platform will address the lack of income predictability for gig workers. Nembharat is built to provide clear details on driver pay and passenger costs.”
WEML director and COO Kanchi Sharma added, “This system aligns with CCPA guidelines and acts as a tool to balance workforce standards with consumer protection.”
By removing the subscription and commission layer that dominates existing apps, WEML is betting on a leaner model that offers stability for fleet owners, individual drivers, and everyday riders alike. Whether it can scale across India’s chaotic roads and win over users tired of the status quo remains the real test but on paper, it’s aiming to turn every ride into a fair deal for both sides.
No launch date has been announced yet, but the promise is clear: in Nembharat’s world, the journey costs what it should nothing more, nothing less.
