MAM
Asci, TAM to monitor misleading ads
MUMBAI: With the government pressing for a new set of guidelines to check misleading ads, Asci, India’s advertising industry watchdog, has swung into action.
The Advertising Standards Council of India said Tuesday it is partnering with TAM Media Research to monitor misleading ads, a move aimed at improving the self-regulatory mechanism by speeding up the processes and compliance of its codes for advertising content.
The newly created body, National Advertising Monitoring Service (NAMS), will come into effect from 1 May.
TAM‘s division, AdEx, will check around 350 TV and 10860 newspaper ads per week.
Set up in Baroda, NAMS will track and assess the ads for compliance with Asci‘s code related to unsubstantiated, misleading or false claims. The need arises even as the number of complaints received by Asci has increased to around 3,000 in 2011-‘12, up from 800 a year ago.
Said Asci chairman I Venkat, “This initiative is a paradigm shift for self regulation in Indian advertising and probably a benchmark for other countries as something like this has never been attempted at this scale anywhere in the world. For such an important and industry central initiative, TAM’s AdEx India was the obvious option to handle such a large responsibility that brought in requisite infrastructure, neutrality, integrity and quality. NAMS will strengthen the ad self regulation Redressal process manifold, as we will be able to proactively monitor wider numbers of ads. This will be in the best interest of the Indian consumers as it will significantly reduce release of misleading advertising in India.”
AdEx will identify ads which are in potential violation of Chapter 1 of Asci code which deals with the truthful and honest nature of ads. AdEx India will monitor ads in the auto, banking, financial services and insurance, FMCG (incl. F&B), consumer durables, educational institutions, health care products & services, telecom and real estate sectors.
TAM Media Research CEO LV Krishnan said, “Our partnership with Asci is yet another reiteration of the neutral role we play within the Indian advertising landscape.”
The scope of work will cover the tracking of more than 30 newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all TV Channels across the country in all Indian languages. Ads seen as those potentially violating Chapter 1 of Asci code will then be forwarded to Asci on a weekly basis. Asci will then process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.
The CCC meetings will be held twice a month, moving away from its earlier practice of a monthly meeting.Venkat said, “This is another initiative to reduce the gap between the identification of an objectionable ad and when it is actually modified or taken off air.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
