The Ministry of AYUSH has tasked the advertising industry watchdog to proactively identify potentially misleading advertisements of traditional systems of medicine in domains such as ayurveda, yoga and naturopathy.
Usually, the Advertising Standards Council of India (ASCI) scans the advertisements based on complaints it receives. “ASCI has been given a self-monitoring mandate by the Ministry of AYUSH to identify potentially misleading advertisements in the AYUSH sector and process complaints through its Consumer Complaints Council (CCC),” according to a statement from the watchdog.
These will include advertisements on ayurveda, yoga and naturopathy, unani, siddha and homoeopathy medicines, treatment and related services.
“The arrangement would ensure that any advertisement making claims for diseases and disorders, in violation of the notification issued by our ministry for indications that have been prohibited from claiming, are immediately brought to our attention,” said Ajit M. Sharan, Secretary, the Ministry of AYUSH.
“We have entered into an MoU with ASCI to effectively weed out such advertisements so that consumers are protected from unscrupulous manufacturers selling products making false claims. This is vital for the propagation of AYUSH system of medicine within India and beyond,” the secretary said.
Monitoring ads
The watchdog will comprehensively monitor these advertisements across 900 publications and 500 TV channels. The Ministry will also redirect complaints against misleading advertisements to ASCI which will be reviewed using ASCI’s code and guidelines. “The MoU also requires ASCI to report to the Ministry of AYUSH, advertisements in potential violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and Rules thereunder as well as non-compliance of ASCI’s CCC recommendations for the Ministry of AYUSH to take further action,” the statement said.
