ASCI introduces guidelines for charitable causes advertisements

The Advertising Standards Council of India (ASCI) has issued guidelines for advertisements running for charitable causes. 

 

According to ASCI, this comes on the back of charities on social media seeking funds and crowdfunding on behalf of beneficiaries who don't have a social media reach to tap donors. For such causes, charities, including crowdfunding platforms, have been using sponsored ads and organic posts to tap donors.

 

ASCI has been alerted about concerns about these ads. The council believes that there have been some concerns about ads that create donor distress through the use of images that may be too graphic. Also, consumers may not know what amount, from their donation, goes to the beneficiary and what may be kept by the platforms for their administrative fees or charges.

 

The new guidelines from ASCI requires ads to be honest and truthful and not cause grave or widespread harm or offence. To be compliant, ads related to charitable causes must adhere to five guidelines:

Manisha Kapoor, CEO and secretary general, ASCI, said, "ASCI recognises that charities can have a challenging job explaining the nature of the important, and often sensitive work they do, and raise funds for beneficiaries in need. However, they must take care not to overstep the mark by misleading consumers or causing unjustified distress to those who may be merely surfing online. The guidelines strike a balance between allowing charities to do their important work, and at the same time, be fair to consumers who are viewers of such advertisements."