Real Estate Sector Leads in Violative Advertising in FY25
The real estate sector has emerged as the most violative segment in advertising during the first half of FY25, accounting for over a third of the problematic campaigns, according to a recent report.
Real EstateAdvertising StandardsAsciMaharera ActGreenwashingReal Estate NewsNov 26, 2024
From a media perspective, digital platforms contributed significantly, with 2,830 or 93 per cent of the ads processed by the body. When it comes to violations of the code, the real estate sector is followed by illegal betting (29 per cent), healthcare (8 per cent), personal care (7 per cent), and food and beverages (6 per cent).
The ASCI reviewed 2,115 ads from the realty sector, of which 1,027 were processed for potential violations of the MahaRERA Act. The MahaRERA Act is a regulatory framework designed to protect homebuyers and ensure transparency in the real estate market.
On the illegal betting front, the body flagged 890 ads to the Ministry of Information and Broadcasting (MIB) for promoting illegal offshore betting platforms. These ads were primarily found on digital spaces like fan pages, tickers, and influencers. Of these 890 ads, 831 were posts from Instagram,which were in the form of tickers and tags displayed on fan and community pages that directed users to offshore betting platforms.
Amid concerns about greenwashing, the ASCI reviewed 100 ads on such concerns, and all of them required some modification. Greenwashing refers to the practice of making misleading or unsubstantiated claims about the environmental benefits of a product or service.
The ASCI's efforts to regulate and ensure compliance in advertising are crucial for maintaining consumer trust and ethical standards in the industry. The body's proactive approach in investigating and addressing complaints highlights its commitment to safeguarding the interests of consumers and the integrity of the advertising market.
Frequently Asked Questions
What is the most violative sector in advertising during the first half of FY25?
The real estate sector is the most violative sector in advertising during the first half of FY25, accounting for over a third of the problematic campaigns.
How many complaints did the ASCI receive during the first half of FY25?
The ASCI received 4,016 complaints during the first half of FY25.
What percentage of the ads processed by the ASCI were from digital platforms?
93 per cent of the ads processed by the ASCI were from digital platforms.
What is the MahaRERA Act and how does it relate to the real estate sector?
The MahaRERA Act is a regulatory framework designed to protect homebuyers and ensure transparency in the real estate market. The ASCI reviewed 2,115 ads from the realty sector, of which 1,027 were processed for potential violations of the MahaRERA Act.
How many ads promoting illegal offshore betting platforms were flagged to the MIB?
890 ads promoting illegal offshore betting platforms were flagged to the Ministry of Information and Broadcasting (MIB).
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