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).

Advertisers are now encouraged to depict advertisements in a manner which promotes safe practices of driving eg. wearing of helmets and fastening of seatbelts, not using mobiles/cell phones when driving and not driving under the influence of alcohol.

The new guidelines come into effect from April 1.

In a separate development, life insurance firm ING Vysya has come under scathing attack from the Indian government as well as ASCI for broadcasting a controversial advertisement that depicts a girl child as a burden.

The advertisement, which was being aired for the past few months, has the following tagline for the girl child: "hai to pyaari lekin bojh hai bhari" (though lovely, she is still a burden). An insurance cover for the girl child, the advertisement suggested, would lighten the burden.

Several social welfare and child rights groups have complained against the advertisement, saying it could promote female feticide, a problem that India is already reeling from.

Of late, the Indian government has begun a crusade against advertisements that contain scenes which are bad influence to the viewers, such as dangerous driving or acts which are considered illegal or immoral in India. This includes a proposed ban on advertisements that promote cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants, either directly or indirectly.