*Assistant Professor, University School of Business, Chandigarh University, Gharuan, Punjab, India.
**Assistant Professor, P.G. Department of Commerce & Management, Arya College, Ludhiana, Punjab, India.
Online published on 28 February, 2013.
Advertising is essentially a thing to induce consumption to make people buy things they do not want. In a developing economy like India, advertising has a profound impact on how people understand life, the world and themselves, especially with regard to their values, choices and behavior. Advertising is considered to be the cornerstone of our socio-economic system. An Advertisement may be defined as paid-for communication, addressed to the public or a section of it, the purpose of which is to influence the opinions or behavior of those to whom it is addressed. Any communication which in the normal course would be recognized as an advertisement by the general public would be included in this definition even if it is carried free-of-charge for any reason. In India, advertising, both traditional and online, has grown in a major way. The objective here is to know about the status of online advertising in India and its applicability in Indian context. In this paper we have discussed about the reasons of preference of Indian people regarding the online marketing, history of online marketing, the functioning of various legal agencies on online advertising like Advertising Standards Council of India, CCC Organization etc. The comparative analysis of advertising regulations in select countries is also discussed. Online advertising is said to have contributed greatly to the growth of online shopping in India, which can limit its areas in self or otherwise.
Advertising, Advertising Standards Council of India, Consumer Complaints Council, Law Agencies
