ASCI's guidelines serve as a valuable framework for advertisers to ensure ethical practices in online advertising. By curbing manipulative techniques, these guidelines can protect consumers from deceptive tactics and promote transparency and fairness in the marketplace.
Advertising plays a crucial role in promoting products and services, but sometimes advertisers employ manipulative tactics that can mislead consumers. In an era dominated by the internet, where online advertising is prevalent, the Advertising Standards Council of India (ASCI) has recognized the need to address manipulative online design in advertising. Commonly referred to as Dark Patterns, these deceptive practices heavily impact the consumer's choice to make an informed decision. Such practices move the consumers towards making a choice that puts the advertiser's interest ahead of their own interest.
To combat this, ASCI has developed comprehensive guidelines to combat practices that aim to protect consumers' interests and foster ethical advertising practices in the digital space. Let’s deep dive into this and learn more.
Guidelines Announced by ASCI
Drip Pricing –
Drip pricing is a strategy where additional costs are incrementally added during the purchasing process, leading consumers to pay more than initially anticipated. This practice can be highly deceptive, as it conceals the full price of a product or service until the very end. ASCI's guidelines require advertisers to provide upfront and transparent information about the total cost of a product or service, including all additional charges, taxes, and fees. This ensures that consumers have a clear understanding of the true price and can make informed decisions.
Bait and Switch –
Bait and switch is another manipulative technique where an advertiser entices consumers with an attractive offer, only to replace it with a less desirable alternative once they are engaged. This can be misleading and lead to dissatisfaction among consumers. ASCI's guidelines emphasize the importance of delivering on the promises made in advertisements. Advertisers must ensure that the product or service offered matches the representation made in the initial ad. Transparency and honesty are essential in building trust with consumers.
Disguised Advertisements –
Disguised ads are advertisements that are presented in a way that may mislead consumers into believing they are consuming editorial content or unbiased information. This practice blurs the line between advertising and content, compromising the integrity of both. ASCI's guidelines require advertisers to clearly distinguish between advertisements and editorial content. It is imperative to maintain transparency and disclose when content is sponsored or promotional. This enables consumers to differentiate between genuine information and paid promotions, making informed choices.
False Urgency –
False urgency is a tactic that employs time-sensitive offers or limited availability claims to create a sense of urgency and prompt immediate purchases. ASCI's guidelines discourage the use of false urgency in advertising. Advertisers must ensure that time-sensitive offers are genuine and not artificially created to mislead consumers. Claims of limited availability should also be substantiated to prevent false scarcity tactics that pressure consumers into making hasty decisions.
Additional Guidelines
In addition to these specific guidelines, ASCI advocates for the adherence to broader principles of responsible advertising in the digital space. Advertisers should prioritize the accuracy and truthfulness of their claims, avoiding misleading or exaggerated statements. They should also respect consumers' privacy and ensure that personal data is collected and used ethically and responsibly. Furthermore, advertisements should not exploit the vulnerabilities of children or other vulnerable groups.
Bottomline
ASCI's guidelines serve as a valuable framework for advertisers to ensure ethical practices in online advertising. By curbing manipulative techniques such as drip pricing, bait and switch, disguised ads, and false urgency, these guidelines protect consumers from deceptive tactics and promote transparency and fairness in the marketplace. Advertisers should embrace these guidelines and commit to responsible advertising practices to build trust and foster a healthier digital advertising ecosystem. Ultimately, when advertisers prioritize the well-being and interests of consumers, it leads to a more informed and empowered society. With the guidelines set to be applicable from 1st September 2023, online platforms have a window to define the required changes to their processes and designs.
