Government is considering moving certain advertisements, which contain content not fit for unrestricted viewing, to slots outside family viewing hours following recommendations by the Administrative Standard Council of India (ASCI).
Sources said ASCI had in the past recommended in more than one case that advertisements who content is not found fit for general viewing could be shifted to the time slot of 11 pm to 6 am.
Official sources said in three cases where ASCI was hearing content-related advertisements of products Fast Track Deo, Wild Stone Deo and Tata Docomo, it had recommended a late night time slot.
While ASCI has not upheld the complaints in case of certain advertisements, it has recommended that these should be shown outside family viewing hours--that is from 11 pm to 6 am, a senior official said.
This particular recommendation of ASCI is under consideration of the government, the official added.
Advertising Standards Council of India (ASCI) is the self-regulatory organization set up by the advertising industry which is also supported by the government.
ASCI’s Code for Self-Regulation in Advertising is now part of ad code under Cable TV Act’s Rules and a violation of ASCI’s Code is considered a violation of government rules.
Information and broadcasting minister Ambika Soni had told Parliament on Tuesday that the government was deliberating on media-related issues including those of offending advertisements and the agenda would be ready soon.