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Government stops teleshopping advertisements that violate ASCI code
MUMBAI: In a recent development, the Ministry of Information and Broadcasting (MIB) through an advisory has barred broadcasters from airing advertisements that have been found in violation of the Advertising Standards Council of India’s (ASCI) code.
MIB compiled a list of ads that made unsubstantiated claims and violated the provision of code for self-regulation as well as provisions under Drug & Magic Remedies (Objectionable Advertisements) Act, 1954 and has now asked broadcasters to ensure strict compliance of the advertising code in the Cable Television Networks Act (CTN).
ASCI chairman Partha Rakshit said, “This is another feather in the cap of ASCI, in its efforts to make advertising more responsible. We were finding that some advertisers on TV channels, especially Tele Shopping Networks, were not complying with the ASCI decisions. We submitted the list to the Inter Ministerial Committee (IMC) of the MIB for their consideration. Based on that, IMC observed that any violation of ASCI code also violates the Advertising Code enshrined in the CTN Act and its rules. In short, IMC has directed that advertisements found to violate the ASCI code cannot be carried on TV channels.”
The advisory sent by MIB states that ‘non-compliance of ASCI’s code of self-regulation is a violation of rule 7 (9) of the Advertising Code contained in the CTN Rules. The CTN code and rules state that ‘no advertisement which violates the code of self-regulation in advertising, as adopted by ASCI for public exhibition in India, from time to time, shall be carried in the cable service’. Therefore, ASCI decisions are not just bound for compliance by advertisers but also by TV channels.’
Some of the products in the MIB’s Advisory list which violated the ASCI code in terms of their advertising and advertisers not complying with the ASCI’s decision to uphold the complaint are Fairpro (Telemart Shoppi Network), Ayurvedic Roopamri Fairness Cream (WWS SkYshoP P), Celebrity Lift (RTC Enterprises), GLO Intense Brightening System (B Lab), Rashi Ratan Topaz Ring (Quick Telemall Marketing), Maha Dhan Lakshmi Yantram Musli Power Xtra (Kunnath Pharmaceuticals), Brain Smart GTM (Teleshopping), Bhairavi Sadhana- Devishree Foundation Trust, Shaktivardhan Vaccume Therapy, Sandhi Sudha Oil (Telemart Shopping Network), MadhuSanjivani (JMD Teleshopping), Addiction Killer (SK Shopping), Easy Slim Tea , Maha Dhan Lakshmi Yantram etc.
Earlier this week, ASCI had issued stringent guidelines on advertisements for fairness creams, barring companies from depicting dark-skinned people as inferior to their fairer counterparts and not to depict them as unhappy, unattractive or depressed.
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
