7 in every 10 Indians likely to buy a product endorsed by an influencer

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Economy and Finance

7 in every 10 Indians likely to buy a product endorsed by an influencer

16 Feb 2023 Zinkpot 204

Business Standard - Showing the power social media influences hold in the advertising industry today, the Advertising Standards Council of India (ASCI) on Thursday said 70% of Indians are likely to buy a product they endorse. In its 'Influencer Trust Report,' based on a survey of 820 respondents above 18, ASCI said that 79% of respondents trust social media influences. Out of these, 30% trust the influences "completely" and 49% trust them "somewhat". Read more

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The Advertising Standards Council of India (ASCI) is this voluntary self-regulatory organization of the advertising industry in India. Established in 1985, ASCI is registered as a non-profit company under Section 25 of the Company Act.
Aim: ASCI is committed to the cause of self-regulation in advertising, ensuring the protection of the interest of consumer.
ASCI seeks to ensure that advertisements conform to its Code of Self-Regulation, which requires advertisements to be legal, decent, honest and truthful, and not hazardous or harmful while observing fairness in competition.
ASCI's role has been acclaimed by various Government bodies including the Department of Consumer Affairs (DoCA), Food Safety and Standards Authority of India (FSSAI), Ministry of AYUSH as well as the Ministry of Information and Broadcasting.
Origin: The four main constituents of advertising industry, viz. advertisers, advertising agencies, media and allied professions came together to form ASCI. The aim of ASCI is to maintain and enhance the public's confidence in advertising.
Members: ASCI's team consists of Board of Governors, the Consumer Complaints Council (CCC) and its Secretariat. It has 16 members in its Board of Governors, four each representing the key sectors such as advertisers, advertising agencies, media and allied professions such as market research, consulting, business education, etc.
The CCC currently has about 28 members: 6 are from within the industry and 8 are from civil society, like well known doctors, lawyers, journalists, academicians, consumer activists, etc.
ASCI also has its own independent secretariat of 5 members, which is headed by the Secretary General.
Need for ASCI: The feedback from a consumer is important to the advertiser, so he can be assured if his message has been correctly conveyed. If a consumer feels that a particular advertisement is in bad taste or is false in its claims, they need a body or council to whom they can air their grievances and who will take any appropriate action, if necessary.

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