The Advertising Standards Council of India (ASCI) on Thursday said it has re-elected Subhash Kamath, chief executive officer, BBH and Publicis Worldwide, India, as chairman after its 35th annual general meeting.

This is the second consecutive term for Kamath. NS Rajan, managing director, August One Partners LLP, would also continue as vice-chairman of the board.

The ASCI board has also announced the inclusion of new members, including academician and social activist Ranjana Kumari, leading educationist Indu Sahani, technology entrepreneur Rajesh Patel, and finance sector expert and former editor Rajrishi Singhal as it wants to strengthen governance through partnering with external stakeholders and civil society and bring in fresh perspectives, Financial Express reported.

In an official statement, Kamath said, “I thank the board for its support and trust. We have flagged off important initiatives in the digital space, such as the influencer guidelines and the monitoring of promotional content. We are becoming future-ready in this ever-changing marketing and media landscape. The second term will allow me to push further with these initiatives, which are showing immense promise.

“As we expand our presence, we are engaging more with consumers as well to increase awareness of their rights.”

Initiatives that were flagged off under the chairmanship of Kamath included:

–  Influencer guidelines for labelling promotional content, which helped consumers distinguish paid content from organic.

–  Alliance with French digital service provider Reech for monitoring influencer content, using artificial intelligence, for paid marketing communication.

–      Real-money gaming advertising guidelines, introduced in collaboration with the Ministry of Information and Broadcasting, made it mandatory to inform consumers of the associated risks.

–      The complaints management system is being digitally transformed.

–       Guidelines for brand extensions of liquor and tobacco advertising were updated.

–      Based on the Advisory on COVID-related advertising by the Ministry of AYUSH, more than 200 potentially misleading advertisements were escalated to the ministry.

– ASCI issued own COVID advisory for advertisers in October 2020.

–  The ‘Chup Na Baitho’ campaign encouraged consumers to report ads with misleading claims. The campaign reached more than 1 million social media users, making them aware of their rights and how to file complaints.

–  The Ministry of Information and Broadcasting further recognised ASCI’s process and role in a monitoring advertisements.

–  MoU with Food Safety and Standards Authority of India to identify ads in potential violation of its regulations.