On July 20, the Advertising Standards Council of India (ASCI), the self-regulatory body of the advertising industry, took a significant step forward by announcing new guidelines for advertisements related to charitable causes. These guidelines aim to promote transparency, protect vulnerable audiences, and ensure responsible advertising practices in the realm of charity campaigns.
Disclosure of Crowdsourcing Platform Fees
One of the key points highlighted in ASCI’s guidelines is the requirement for crowdsourcing platforms to disclose the fees they charge while seeking donations for charitable causes. This move is aimed at enhancing transparency in the crowdfunding process, ensuring that potential donors are fully aware of any percentage or fee collected for managing or raising donor funds. By making these details clear in the advertisements themselves, the ASCI aims to prevent any misleading tactics and build trust among donors.
Restricting Use of Distressing Images
The guidelines make it explicit that advertisers must refrain from using graphic images of distressed victims, especially children and minors, in advertisements related to charitable causes. This measure is aimed at protecting vulnerable audiences and avoiding the exploitation of emotions to solicit donations. By steering advertisers away from such graphic representations, the ASCI seeks to ensure that the focus remains on the genuine message of the charitable cause rather than manipulating viewers’ emotions.
Avoiding Guilt-Tripping Tactics
Another crucial aspect of the guidelines is that advertisements must not overtly or pointedly suggest that anyone who does not support the charity fails in their responsibility or should feel ashamed. This move is essential to discourage guilt-tripping tactics that can potentially lead to coerced donations. Responsible advertising should inspire genuine empathy and willingness to contribute, rather than inducing guilt or shame.
Balancing Sensitivity in Digital Advertising
In the digital realm, advertisers must take extra caution with the images they use. Any image that could cause unjustified distress to an ordinary consumer should be blurred and made visible only to those interested in clicking and knowing more. This measure aims to strike a balance between the need for transparency in information and sensitivity towards the potential emotional impact on viewers.
Full Disclosure of Fund Utilization
To prevent any misleading practices, advertisers are required to disclose if there are any chances of the funds collected being used for any purposes other than the specific cause mentioned in the appeal for donation. By ensuring full disclosure of fund utilization, the guidelines strive to foster trust between donors and charitable organizations.
About Advertising Standards Council of India (ASCI)
The Advertising Standards Council of India, established in 1985 under Section 25 of the Companies Act, 1956, serves as a voluntary, self-regulatory council registered as a non-profit company. Comprising a Board of Governors, members of the Consumer Complaints Council, and a Secretariat, ASCI is committed to furthering the interests of consumers through self-regulation.
ASCI’s self-regulating code allows it to address complaints from consumers against unfair, untruthful, and false claims and advertisements independently. This approach empowers consumers to voice their concerns and ensures that advertising practices align with ethical standards.
