India’s advertising watch dog ASCI, is allowing consumers to lodge complaints through WhatsApp. Apart from its official website, the body already has iOS and Android apps through which people can air their grievances. Since the Facebook-owned application is one of the most widely used messenger tools in the country, it makes perfect sense.
Given that a lot of people in India use low-end smartphones with limited memory space, downloading a special app just to report false advertising, is not a welcome prospect. On the other hand, utilizing a communication tool which is already on their device, sounds more appealing. In order to raise a complaint against a commercial, you will need to save ASCI’s number, that is (+91) 7710012345, in your contacts list.
The number went live on March 10, with the council intending to launch it close to World Consumer Rights Day on March 15. ASCI will be accepting complaints (along with photo proof) against misleading, objectionable or illicit advertisements on product packaging, hoardings and posters, print ads, websites or TV. This also covers YouTube. So folks can send links to a commercial on YouTube too, that they take issue with.
The advertising standards council, which turns 30 this year, will have a team of staff members examining the inbound complaints and taking them further, if they’re found to be valid. Once a consumer lodges an objection to a commercial and it’s accepted, they can expect to receive status updates on the matter through text messages and/or mails. There’s no charge for making a complaint to ASCI through WhatsApp or any other portal.
ASCI intends to promote its initiative through radio and print. It will have the tagline ‘Spot bad ad? Snap and WhatsApp +91 7710012345.’