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ASCI launches e-learning programme on responsible advertising

MUMBAI: The Advertising Standard Council of India (ASCI) has launched an e-learning programme to sensitize the industry on responsible advertising.

The online training programme for advertisers and communication professionals is being offered at a nominal price.

ASCI chairman Narendra Ambwani said, “We at ASCI are happy to launch this e-learning programme, which has culminated as a result of hard work put in by our team over several months. It is a proactive approach that would enable the creators of advertising to get their advertisements ‘Right the first time’. There is a direct and tangible business benefit associated with it, as a trained individual would be able to avoid costly reworks of modifying or pulling down of advertisement by adhering to simple dos and don’ts set out in the code.”

One of the priorities set by Ambwani for 2015 is self-discipline by creators of advertising.

The programme will offer its modules to all members, non-members, students and other interested individuals. Aiming to make it useful to students aspiring to make a career in advertising and marketing communication, legal and regulatory professionals, ASCI is also offering special discounts to educational institutes.

Personalities from the field of advertising like Piyush Pandey, R Balki and Sam Balsara have participated and lent their support to the e-learning modules.

Designed in several modules, learners can complete the course as per their own pace within a six-month window.

Each of these modules consists of multimedia content followed by a quiz. There will be one module on ‘Introduction to ASCI- Advertising Self-regulation and ASCI’, followed by four modules on ASCI advertising codes – truthful representation, non-offensive to public, against harmful products/situations, and fair in competition.

The next four modules will be on ASCI category guidelines – Brand Extension, Food and Beverages, Educational Institutions and Automotive vehicles. This is followed by four modules on ASCI processes – Supers, Complaints Registrations and Monitoring, Complaint processing and ASCI Membership.

On successful completion, the user will be awarded with a certificate. Yahoo India director advertising operations Vishwas Govindarajan is the first industry professional who enrolled for the e-learning programme and bagged the ASCI e-learning certificate.