New Delhi: Advertising industry watchdog Advertising Standards Council of India (ASCI) has signed a memorandum of understanding (MoU) with the ministry of ayurveda, yoga and naturopathy, unani, siddha and homoeopathy (AYUSH) in New Delhi on Friday to crack the whip on misleading ads.
Any advertisement related to ayurveda, yoga and naturopathy, unani, siddha and homoeopathy medicines, treatment and related services across print and electronic media will now be monitored by ASCI.
The ministry will also redirect complaints against misleading advertisements they receive to ASCI, which will be reviewed using the regulator’s code and guidelines. The agreement also requires ASCI to report to the ministry, advertisements in potential violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954.
This partnership will also be supported locally from the state licencing authorities and centrally through the ministry.
Ajit M. Sharan, secretary, ministry of AYUSH, said in a statement, “It is yet another important step taken by the AYUSH ministry to ensure that Indian consumers have access to safe and effective medicine. The arrangement would also ensure that any advertisement making claims for diseases and disorders, in violation of the notification issued by our ministry for indications that have been prohibited from claiming, are immediately brought to our attention.”
“AYUSH is among top three sectors where we find a high incidence of misleading advertisements. Some of these ads claim to treat certain diseases which are in violation of the Drugs and Magic Remedies Regulations. It has been a major cause of concern. This partnership will provide the necessary support to our efforts in effectively curtailing misleading advertisements in this sector,” said ASCI chairman, S.K. Swamy.