nhappy with a certain ad because it's misleading or makes exaggerated claims? You can take action by writing to the Advertising Standards Council of India (ASCI). The Government of India has finally decided to give legal recognition to ASCI and back up its efforts.

Till now ASCI, a voluntary, non-profit body set up by a group of advertisers, advertising agencies and media outfits in 1985, acted as a watchdog - but one without teeth. Despite its objective of ensuring that all advertising should be legal, decent, honest and truthful and be carried out with a sense of social responsibility to the consumer and to the rules of fair competition, it lacked the legal muscle to take action. ... more