Advertisers Required to Submit Self-Declaration Certificate by June 18

In a significant move aimed at enhancing transparency and consumer protection in advertising, the Indian government has mandated all advertisers and advertising agencies to provide a self-declaration certificate. This certificate must affirm that their advertisements do not contain misleading claims and are in compliance with regulatory guidelines. This directive, stemming from a Supreme Court order issued last month, applies to all new advertisements across print, digital, television, and radio platforms.

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The Information and Broadcasting Ministry highlighted that this initiative is designed to foster responsible advertising practices. Advertisers and agencies are now required to upload the self-declaration certificate on the Broadcast Seva Portal for TV and radio ads. For print, digital, and internet advertisements, the submission should be made on the Press Council of India website. The certificate must be signed by an authorised representative of the advertiser or advertising agency.

Starting from June 18, 2024, all new advertisements set to be issued, telecast, aired, or published must have this certificate. The government has provided a two-week buffer period to allow all involved parties ample time to acquaint themselves with the self-certification process. It's important to note that ongoing advertisements are exempt from this requirement for the time being.

The self-declaration must verify that the advertisement adheres to all pertinent regulatory guidelines. This includes compliance with Rule 7 of the Cable Television Networks Rules, 1994, and the Norms of Journalistic Conduct of the Press Council of India. Furthermore, advertisers are obligated to present proof of having uploaded the self-declaration certificate to the relevant broadcaster, printer, publisher, or electronic media platform for their records.

In line with the Supreme Court's directive, no advertisement will be allowed on television, print media, or the internet without a valid self-declaration certificate. This measure is expected to significantly contribute to ensuring that advertising content is truthful and does not mislead consumers.