Patiala, May 18,
Shocking Violations in TV Advertisements
A recent study conducted at Punjabi University, Patiala, has revealed disturbing trends of deception in Indian television advertisements. Led by researcher Dr. Ruchika under the supervision of Prof. Bhupinder Singh Batra in the Department of Journalism and Mass Communication, the study focused on violations of standards set by the Advertising Standards Council of India (ASCI). The research primarily analyzed advertisements related to food and beverage products across three major TV channels.
Key Findings of the Study
- Widespread Non-Compliance: The study found that 63% of prime-time TV advertisements violate ASCI standards. Of these, 87.7% misrepresent facts, exaggerate health benefits, or claim miraculous results, eroding public trust and access to truthful information. Additionally, 91.8% of these ads breached two specific ASCI clauses.
- Misleading Claims: Common trends include promoting junk food as nutritious and targeting children. For instance, a tomato ketchup brand claimed its product transforms ordinary meals into “delicious rolls” with “fresh tomatoes magically turned into sauce.” However, the product contains only 28% tomatoes and 33.33% sugar, with 4.8 grams of sugar per 15-gram serving (32 grams per 100 grams), plus preservative 211, contradicting its “freshness” claim.
- Celebrity Endorsements: About 39.7% of the ads featured celebrities endorsing products, with 82% of these containing false claims, prioritizing stardom over scientific evidence.
- Unreadable Disclaimers: In 42.5% of the ads, disclaimers were either illegible or too small, obscuring critical health information and amplifying misleading claims. Some ads used language or terms inconsistent with the channel’s primary language.
- Gender Bias: Approximately 4.1% of the ads promoted gender-based discrimination.
- Public Perception: While 58% of viewers are aware that TV ads can be deceptive and 51% distrust their claims, many are still influenced. For example, 68% are swayed by health and weight-loss claims presented attractively, 59% associate sugary products with specific benefits, and 61% are influenced by exaggerated health benefit claims.
Specific Example: Biscuit Ads and Misleading Nutrition Claims
The study highlighted that 60% of biscuit ads mislead viewers by claiming nutritional value equivalent to bread and milk, despite being high in sugar and refined flour. Such misrepresentation encourages unhealthy eating habits by creating a false sense of nutritional benefit.
Concerns Raised by Researchers
Prof. Bhupinder Singh Batra emphasized that these high rates of violation pose serious risks to consumers, especially when ads distort health and nutrition facts. He noted that by violating ASCI Clause 2, which prohibits exaggerated health claims, ads falsely assure viewers that ordinary products offer medicinal or exceptional health benefits, leading to poor dietary choices. Additionally, a lack of consistency between ad claims, packaging information, and actual product content (violating Clause 8) was prevalent, pushing consumers toward uninformed decisions.
Recommendations for Stricter Regulations
The study recommends empowering the ASCI with greater authority to hold brands accountable. Suggested measures include:
- Mandating that nutritional claims be clearly displayed on-screen for at least five seconds.
- Requiring celebrities endorsing products to provide written assurances that the product is not harmful and all ad claims are truthful.
- Launching awareness campaigns to educate consumers on reading labels, understanding product ingredients, and avoiding blind trust in TV ad claims.
University Leadership’s Response
Vice-Chancellor Prof. Karamjeet Singh congratulated the researcher and supervisor, stressing the need to publicize such studies on a larger scale. He highlighted that raising awareness about deceptive advertising trends can help the public avoid falling prey to misleading campaigns and make informed choices.
Call for Consumer Awareness
The study underscores the urgent need for stricter enforcement of advertising standards and greater consumer education to combat deceptive practices in Indian TV advertisements, particularly those impacting health and well-being.
