MAM

80% consumers do not notice disclaimers in ads: Asci

62 per cent of respondents felt that the disclaimer was excessively long, shares Asci.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2023/01/24/11.jpg?itok=hcPqY51D

Mumbai: The Advertising Standards Council of India (Asci) has updated its "guidelines for disclaimers made in supporting, limiting or explaining claims made in advertisements." The Asci code requires that suitable disclaimers be used to properly explain and support claims made in advertisements to ensure that consumers can read all the information presented. In the past three years, Asci has processed over 800 advertisements which were found to be in violation of the disclaimer guidelines. 

In a recent survey carried out by Asci with 130 consumers, it was observed that 80 per cent of respondents did not notice the disclaimer; 33 per cent could not understand the disclaimers clearly even after adequate exposure time had been provided; and 62 per cent felt that the disclaimer was excessively long. 

The Consumer Complaints Council (CCC), during their meetings, have also observed that sometimes the frame of the advertisement that contains the disclaimer is very crowded and distracts the viewer's focus.

To address these issues, the guidelines for disclaimers made in supporting, limiting or explaining claims made in advertisements have been amended by Asci after consultation with stakeholders. The key additions to the existing disclaimer guidelines are as follows: 

  •     The use of disclaimers should be kept to a minimum. Long or otherwise complex disclaimers with large blocks of text and difficult words are a deterrent to viewers attempting to read the contents of the disclaimer. In such cases, advertisers should modify the headline claim to reduce the need for further qualification through disclaimers. 
  •     Hold duration and readability of disclaimer: In television commercials or any other video advertisement on digital media, all disclaimers should be clearly readable to consumers. In a single frame of an advertisement, there should not be more than one disclaimer, and it should be restricted to two full-length lines and remain on screen for more than four seconds for every line. 
  •     For regulatory requirements where the disclaimer exceeds two lines, additional hold durations should be accounted for. For the purposes of calculating the duration of hold of disclaimers, all forms of text appearing on screen at any one  point in time should be counted. This includes both disclaimer text and any text content in the main ad creative, regardless of where on screen it appears and whether or not it is repeated in audio. 

Other key facets of the disclaimer guidelines which remain unchanged are: 

  •     A disclaimer can expand or clarify a claim, make qualifications, or resolve ambiguities to explain the claim in further detail, but it should not contradict/modify the material claim made, contradict the main message conveyed by the advertiser, or change the dictionary meaning of the words used in the claim as received or perceived by a consumer. 
  •     A disclaimer should not attempt to suppress material information with respect to the claim, the omission/absence of which is likely to make the advertisement  deceptive or conceal its commercial intent. 
  •     A disclaimer should not attempt to correct a misleading claim made in an advertisement. 
  •     A disclaimer shall be in the same language as the claim(s) of the advertisement. In the case of bilingual advertisements, the disclaimer should be in the dominant language of the advertisement. 

Commenting on the changes, Asci CEO and secretary-general Manisha Kapoor said, "While Asci has had disclaimer guidelines since 2016, it was observed that the overuse of disclaimers made it difficult for consumers to understand all the information presented in the ad. This is evident from our survey where 80 per cent of consumers did not even notice the disclaimers. Hence, it is important that claims are crafted in a way that minimises the need for qualificatory disclaimers. Where disclaimers are needed, they should be presented in such a manner that someone who is interested in reading them has the opportunity to do so."

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/04/claude_sarre.jpg?itok=SLHdpfQi
Air France offers new communication channel with customers on WhatsApp

Mumbai: Eager to adapt to the digital habits and uses of its customers, Air France is offering a new communication channel with customers on WhatsApp. This free service is now available for Indian customers in English in addition to French, Italian and Brazilian. Messaging is transforming...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/04/aksay.jpg?itok=wdc1dtQW
Akshay Kumar’s force IX witnesses the biggest launch on Myntra’s M Live

Mumbai: Bollywood actor, Akshay Kumar engaged in a live interactive session with Myntra’s customers, his fans, through M Live on 26 January, as a part of the launch of his apparel brand force IX, on Myntra. The live session was undertaken by Kumar to introduce his brand under one umbrella and was...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/04/van_heusen.jpg?itok=V26D_K75
Van Heusen brings Indian pop band ‘When Chai Met Toast’ to the partynite metaverse

Mumbai: In a bid to create a connection with young discerning audiences, Van Heusen, India’s premium lifestyle brand from Aditya Birla Fashion & Retail Ltd. and the country’s leading live entertainment platform, Paytm Insider presented a fabulous live concert ‘Van Heusen MetaPlay’ on partynite...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/04/red_heart.jpg?itok=q4arZKcO
ITC Sunfeast Baked creations makes a special collection of sweet treats for Valentine's Day

Mumbai: ITC Sunfeast Baked creations, a Bengaluru based gourmet bakery and desserts brand, has created a special collection of sweet treats for Valentine's Day. The beautiful red, pink and white theme of the collection adds a special touch to these delicious desserts, making it a great way to...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/04/gautam_talwar.jpg?itok=jfwcnE7P
Weekend Unwind with: MX Player chief content officer Gautam Talwar

Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the advertising minds of business executives through a fun lens in an attempt to get to know the person behind the title a...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/03/kaizen2.jpg?itok=aJHHA09e
Kaizzen partners with TERI for World Sustainable Development Summit 2023 outreach

Kaizzen, a leading integrated communication agency, has partnered with The Energy and Resources Institute’s (TERI) to curate the media and social media outreach for the upcoming World Sustainable Development Summit (WSDS) 2023 to be held in New Delhi in February.

MAM PR & Communication
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/03/62.jpg?itok=67rPHONZ
Wunderman Thompson India bags the Skoda India account

Mumbai: Wunderman Thompson India has won the strategy and creative mandate for Skoda, the Czech automobile manufacturer, for a tenure of three years following a fiercely competitive multi-agency pitch. The account will be led and operated out of Wunderman Thompson’s Mumbai office.  The challenge...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/03/mysarimypride.jpg?itok=vIEK3WTh
Textiles ministry's #MySariMyPride campaign reaches 40 mn views

Mumbai: The ministry of textiles recently hosted 'Viraasat - Celebrating 75 Handwoven Saris of India,' a month-long mega event celebrating the beauty, diversity, and richness of India's handloom industry at Handloom Haat, Janpath, in New Delhi.

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/02/03/britania.jpg?itok=B2W2bbcC
The Womb conceptualises new campaign ‘Live This Moment’ for Britannia

Mumbai: Britannia’s much loved choco-filled cookie brand Pure Magic Chocolush has launched its latest campaign "Live This Moment." The new campaign showcases Pure Magic Chocolush in its all-new avatar, wherein we see an enlightened man teaching his followers to experience the gooey choco filling...

MAM Media and Advertising Ad Campaigns