Self regulatory mechanism of advertisements in India

Today's business world is full of competition. So the business houses are dependent upon promotional offers, schemes, and commercials to sustain their profit graphs. While doing so, sometimes, they transgress their limits and jeopardize the interests of the consumers or offend the sentiment of a class. So it is inevitable to set their limits and penalize them if they go beyond such limits. In order to curb deceptive, misleading or indecent Ads there are several legislations in India. In addition to that a parallel self regulatory mechanism is also working. In that direction, Advertisement Standards Council of India has also intervened in several matters and protected the interests of consumer. The paper focuses on such matters where the Council has worked as a regulatory agency and made the advertiser either to withdraw the Ad or to modify it.