ASCI targets 14 gaming companies for ad code violations during IPL

Wednesday, 13 April 2022 (1 month ago) 43 views
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MUMBAI, April 12 (PTI) At least 14 mobile gaming operators have commercials in the first week of the ongoing IPL Cricket tournament found to breach guidelines set by advertising industry, self-regulatory body ASCI said Tuesday.this Advertising Standards Council of India (ASCI) said it screened 35 ads from the online real-money gaming industry between March 26 and April 3, of which 14 were found to violate its code.

Brands found to be in breach of the code included My11Circle, Fairplay, Gamezy and Winzo, according to a statement.

“ASCI notes with concern that despite clear guidelines, some online real money gaming companies are trying to cut corners. In an industry that is under intense regulatory scrutiny, such actions by some companies paint the industry as a whole as irresponsible, ” said Manisha Kapoor, CEO of ASCI.

The IPL (Indian Premier League), which attracts huge attention, requires “responsible behaviour” from brands, broadcasters, celebrities and ad creators, she said.

ASCI, which is also responsible for advertising on digital platforms, found 285 online real-money gaming companies’ social media ads violated its code, which came into effect in December 2020.

Observed breaches included dubious claims such as “India’s biggest first prize”, while in some cases disclaimers informing consumers of the risks flashed very quickly rather than at normal speaking speed.

In some cases, the disclaimer was crafted with celebrity performances that distracted consumers from important information about the risk, while other ads had smaller disclaimers than stated.

“These disclaimers, which attempt to cover up the need to do so in a prescribed manner, informing about the risks of financial loss or gaming addiction, could seriously harm consumers. ASCI has urged gaming industry bodies to address this issue with its members,” it said.

ASCI’s statement said its guidelines were Ministry of Information and Broadcastingasking brands not to target products to minors, and not to view gaming as a source of livelihood or tie it to success.

The guidelines also require all advertisements to carry a prominent disclaimer about the risk of financial loss and the addictive nature of such games, the statement added.

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