ASCI pulls the plug on "dangerous" ads

Dangerous driving in India is claiming over 50,000 lives every year and ASCI feels recent advertisements, showing dangerous stunts pulled off in two- or four-wheelers, can become a bad influence on viewers and lead to unsafe and reckless driving.

The ASCI code states that an advertisement shall not, without justifiable reason, show or refer to dangerous practices or manifest a disregard for safety or encourage negligence and the specific guidelines prepared by the ASCI Board prohibit advertisers from portraying violation of traffic rules and depiction of hazardous driving, among other things.

And, the portrayal of stunts or actions that require professional driving skills in normal traffic conditions should be backed by a readable cautionary message drawing viewer attention to the depiction of stunts, ASCI said.

"Of late, we have been receiving several complaints regarding ads featuring dangerous and unsafe driving. In the Indian scenario, it's mostly two-wheeler ads which have issues because some of the ads do show dangerous and hazardous riding especially in traffic conditions. In keeping with its pro-active stance on self-regulation, the ASCI Board prepared specific guidelines on advertisements for automotive vehicles," said Alan Collaco, secretary general, ASCI.

"Advertisements have a significant influence on people's behavior, and thus with these guidelines, ASCI wants to ensure that no such ads shall be produced that promote rash or dangerous driving, and instead show ads in such a manner that it promotes safe practices of driving," said Collaco, adding that the guidelines have been approved and ratified by the Board of Directors of the Society of Indian Automobile Manufacturers (SIAM).