Title of the Paper
EFFECTIVENESS OF ASCI IN CONTROLLING ‘OBSCENE’ AND ‘MISLEADING’ ADVERTISEMENTS ON TELEVISION

ABSTRACT
The Advertising Standards Council of India (ASCI) is a self regulatory voluntary organization of the advertising industry established in 1985. ASCI and its Consumer Complaints Council (CCC) deals with the complaints received from Consumers and Industry, against advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.
As the Indian market has grown, the role of advertising as an important and legitimate means for the seller to awaken interest in his products or services has gained currency. But the debate on where one draws the line is something the industry is grappling with. As a self-regulatory voluntary organization of the Indian advertising industry, ASCI have an important role to play, often with limited powers. In 2010, 777 complaints had been received against 190 ads, of which 104 were upheld.
In this research paper, researcher will study how effectively ASCI and CCC are dealing with advertisements which are obscene and misleading in nature. What are the criteria for calling an advertisement obscene or misleading? What procedure they follow when they receive any complaint against any advertisement? How much time they generally take to work on any complaint received? How serious industry is when it comes to ASCI codes and regulation? Researcher will study the importance of ASCI to the industry people and how effectively and efficiently they are able to handle the complaints received.

1. INTRODUCTION – ABOUT ASCI

The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection