In response to the Supreme Court’s directive mandating self-declaration certificates (SDCs) for all advertisements, the Ministry of Information and Broadcasting (MIB) convened a significant meeting on June 25 with major stakeholders in the advertising industry.
This meeting, aimed at revising the stringent SDC requirements, included representatives from Google, Meta, and various industry associations such as the Indian Broadcasting and Digital Foundation (IBDF) and the Advertising Standards Council of India (ASCI).
Since the enforcement of the SDC regime, the advertising industry has faced notable disruptions. Industry representatives reported a marked decrease in ad placements, with numerous campaigns being canceled due to the cumbersome and unclear requirements of the SDC process.
The necessity to submit an individual SDC for each ad has been particularly onerous, leading to frequent portal crashes due to high traffic, significantly affecting the workflow of agencies and brands alike.
Acknowledging these challenges, the MIB expressed a problem-solving approach during the meeting. The ministry discussed simplifying the SDC acquisition process and considered the feasibility of allowing annual SDC submissions instead of the current ad-by-ad mandate.
Furthermore, the industry proposed limiting SDC requirements to primarily health and food products, arguing that existing legal frameworks and sectoral regulators like FSSAI already adequately manage misleading claims in other areas.
The ministry’s receptive stance and consideration of industry feedback suggest potential ease of compliance burdens, especially for MSMEs and advertisers in smaller regions who lack adequate resources.
This meeting marks a constructive step towards balancing regulatory requirements with industry capabilities, aiming to foster a more efficient and less restrictive advertising environment.
