Formation of the ASCI and Leading Cases of False Advertising
5748 WordsFeb 22, 201823 Pages
“An advertisement is defined as a paid-for communication, addressed to the Public or a section of it, the purpose of which is to influence the opinions or behaviour of those to whom it is addressed. Any communication which in the normal course would be recognised as an advertisement by the general public would be included in this definition even if it is carried free-of-charge for any reason. “-The Advertising Standards Council of India Code.
“Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them”-Advertising Association of UK.
An advertisement, therefore, is a method of communication between the producer and the consumer, a sharing of information by the producer. Its purpose is to educate the customer about various goods and services available in the market, helping the customer make a choice between products whose benefits are unknown to a layman, i.e., the customer.
Therefore, advertising firms and producers hold a lot of power over the consumers in the market. This lack of knowledge of the consumers and the propensity to spend money economically can be exploited through advertisements. And like any organisation driven by a profit motive, producers take advantage of the consumers by making false and misleading advertisements.
These advertisements have a lot of unwanted effects. Advertising affects the