ASCI pulls up Aaj Tak ad claiming leadership on ‘demonetisation’ day

The Consumer Complaints Council (CCC) of Advertising Standards Council of India has upheld a complaint against a mailer done by Aaj Tak, wherein the news channel had claimed to have garnered 25 per cent market share on November 8, 2016 (Source : BARC, 08 Nov 16, TG 15+ NCCS AB, Time Band 2000-2400, imp'000), ahead of ABP News and India TV. 

The said mailer was brought to CCC’s notice by India TV, which pointed out that the data used in the mailer had been sliced to just four hours on a particular day, AB only, 15+ yrs (Source: BARC, 08 Nov 16, TG 15+ NCCS AB, Time Band 2000-2400, imp'000) basis which the comparison was done naming India TV channel. 

Following this, CCC offered Aaj Tak an opportunity for personal hearing with the ASCI Secretariat. However, the advertiser representatives did not seek a personal hearing and submitted their written response, wherein it was stated that they have been in adherence of the BARC guidelines, until they observed that several of their competitors were in violation of the same. 

The CCC noted that the data in the ad mailer related to a particular day (November 8, 2016 – four hours of demonetisation announcement). The CCC was of the opinion that news pertaining to ‘demonetisation’ could not be considered as an “event”. Therefore, the basis for the claim, “Aaj Tak’s urban viewership crossed India TV’s All India Viewership” (Source : BARC, 08 Nov 16, TG 15+ NCCS AB, Time Band 2000-2400, imp'000), was not acceptable. 

As per the disclaimer put by the advertiser, the claims were based on one day data (November 8, 2016) and not four consecutive weeks of data as per BARC. Therefore it was violative of BARC Principles. The CCC stated that the subject matter of comparison had been chosen in such a way so as to confer an artificial advantage upon the advertiser so as to suggest that a better bargain was offered than is truly the case. The CCC maintained that the ad mailer contravened Chapters I.1, I.3, I.4 and IV.1(b) of the ASCI Code and was found misleading by ambiguity and implication. Hence, the complaint was upheld. 

The Council has advised Aaj Tak to withdraw or modify the said advertisement.

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