Debate over norms for ad self-certification reaches Parliament

NEW DELHI: Unease over the recent norms requiring self certification of advertisements , which kicked in earlier this month, has reached Parliament. On Friday, Rajya Sabha member Kartikeya Sharma flagged the issue in the Upper House, expressing concern over the unintended consequences of the Supreme Court-mandated initiative.

"Recent directive requiring self-declaration certificates for all advertisements (print, digital and electronic) aims to safeguard consumer interests and uphold advertisement integrity . However, this directive has introduced several operational challenges. There remains significant ambiguity, especially regarding non-claim advertisements published by small media houses for SMEs. These advertisers may struggle to comply due to the technical nature of the process and limited resources," he said, talking about a new challenge for media in giving authentic information to people, which has become crucial amid a flood of disinformation.

He said handling of govt and public sector advertisements under this directive remained unclear. "Media houses face difficulties in preparing self declaration certificates, registering on the portal, and troubleshooting issues, which could deter advertisers from using print media and affect revenue. Storage of self-declarations, weeding out, and handling emergency advertisements pose further challenges, particularly within the digital media ecosystem. Given the potential for legal challenges and technical issues with the portal, it is requested that the ministry delay the implementation of these guidelines until clear and objective procedures are established. It is also suggested that the implementation be initially limited to medical ads and that a wider consultation with stakeholders be conducted," said Sharma, a member from Haryana. SC's May 7 directive in a case involving IMA and Centre resulted in the prescription of a self-declaration certificate prior to broadcast any type of advertisement online or in print.

The concerns raised by the lawmaker have already been flagged by ad industry experts as well as the Indian Newspaper Society. In a representation to the I&B ministry INS has cited multiple problems, including those with the portal where self-declaration must be made. It had suggested It has suggested that the existing mechanisms should be strengthened and sought that govt consider limiting the mandate to healthcare and medical ads.

As reported by TOI, several ad industry veterans have argued that implementation may not be easy and the entire process will only end up creating bureaucratic hurdles. Newspaper reports have suggested that getting the approvals on time has been a problem, impacting the release of topical advertisements.