MAM
Review ‘fastest network’ ad order, Airtel appeals to ASCI
MUMBAI: Airtel has filed an application before the watchdog The Advertising Standards Council of India (ASCI) for the review of decision with additional material to support its advertisement campaign. ASCI had concluded the ad claiming Airtel to be “officially” fastest network as misleading and asked the company to withdraw or modify the commercial by 11 April.
Telecom major Bharti Airtel filed the appeal seeking review of ASCI’s decision that sought modification or withdrawal of the company’s ‘fastest network’ campaign. Airtel had come out with a television commercial (TVC) claiming to be India’s fastest network based on Ookla’s finding. Its new competitor Jio had contested the claim and moved the ASCI against the commercial.
ASCI’s Fast Track Complaints Committee (FTCC) upheld Jio’s complaint on 29 March that Bharti Airtel’s commercial depicting it as having the fastest telecom network in the country is misleading. The committee of ASCI ruled that the “TVC and website advertisement contravened” ASCI rules. Bharti Airtel had said it will file an appeal against the order.
Upholding the complaint filed by rival Reliance Jio Infocom, ASCI said the Airtel TV commercial (TVC) was “misleading” and “contravened Chapters” of its Code as well as guidelines on disclaimers clauses.
Ookla had also responded to ASCI decision saying that it fully stands behind the reliability and accuracy of the methodology used to designate Airtel as ‘India’s Fastest Mobile Network’.
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