July 26, 2023
The Advertising Standards Council of India (‘ASCI’) recently released the Guidelines for Advertisements for Charitable Causes. There has been a significant rise (in the recent past) in the number of charity-related advertisements on digital media including crowdfunding initiatives, online fundraising campaigns through sponsored ads and organic posts all aimed at engaging potential donors. While the intention behind such advertisements is to encourage contributions and raise awareness, there have been concerns regarding usage of excessively graphic images in certain advertisements which would potentially cause distress amongst ordinary consumers. The objective behind the introduction of these Guidelines by the ASCI is to strike a harmonious balance between raising awareness and funds for important causes and at the same time to ensure that the consumers are not unduly influenced to donate and are not subject to emotional duress.
The guidelines introduced by the ASCI as regards advertisements related to charitable causes are listed below:
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