AYUSH Ministry, ASCI ink MoU to co-regulate advertisements in AYUSH sector
The Union Ministry of AYUSH and Advertising Standards Council of India (ASCI) have signed a Memorandum of Understandings (MoUs) to co-regulate malpractices in the advertisement of AYUSH sector.
ASCI will comprehensively monitor these advertisements across print and electronic media with respect to AYUSH (Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy) drugs, treatments and related services.
- The Ministry of AYUSH has given ASCI a self-monitoring mandate to identify potentially misleading advertisement in the AYUSH sector and process complaints through its Consumer Complaints Council (CCC).
- The Ministry will also redirect complaints against misleading advertisements they receive, to the ASCI, which will be reviewed using ASCI’s code and guidelines.
- The MoU also requires ASCI to report to the Ministry of AYUSH, all advertisements in potential violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and Rules thereunder.
There is unbridled marketing of Ayush drugs across media platforms, including print and television channels. At present, there is no mechanism in place to penalise companies and individuals selling AYUSH products on the basis of false and unsubstantiated claims. The co-regulation between Ministry of AYUSH and ASCI will ensure that consumers have access to safe and effective medicines.
About Advertising Standards Council of India (ASCI)
- ASCI is a self-regulatory voluntary non-governmental organization (NGO) of the advertising industry in India. It aims to maintain and enhance the public’s confidence in advertising.
- It was established in 1985 by by three main constituents of advertising industry viz advertisers, advertising agencies and media. Its headquarters are in Mumbai, Maharashtra.