The Consumer Protection Act 2019 will only raise standards of advertising, says Subhash Kamath, ASCI Chairman

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“This is a new era of consumer protection and we welcome it. The new rules will only raise the standards of advertising. We don’t believe they will hinder creativity. In fact, by ensuring these protections are in place, we will only see a rise in it,” says Subhash Kamath, CEO of BBH India and Publicis Worldwide, who was elected as the new Chairman of ASCI last week, about the government’s new advertising watchdog.

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The government recently formed the Central Consumer Protection Authority (CCPA) under the Consumer Protection Act 2019, which has the authority to penalise defaulting advertisers, whereas ASCI can only ask defaulters to rectify misleading ads and not penalise them. This made the industry question the authority of ASCI in front of the CCPA.

Kamath clarified, “The ASCI code covers misleading claims, indecent, offensive messages, unsafe and harmful products/situations, and unfairness in competition advertising. The Central Consumer Protection Authority will only look at the first chapter, misleading ads. There are three others that the ASCI code deals with and will continue to do so.”

He said, “We’ve always said we welcome CCPA’s formation. We’re …

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