About 14 ads by mobile game operators broadcast during the first week of the ongoing IPL cricket tournament have found to be violating the guidelines set by the advertising industry, self-regulatory watchdog ASCI.
The Advertising Standards Council of India (ASCI) said it screen 35 ads from the online real-money gaming industry between 26th March 2022 and 3rd April 2022, of which 14 were found to be in violation of its code.
Brands found to be breaching the code include My11Circle, Fairplay, Gamezy and Winzo, a statement said.
ASCI’s chief executive Manisha Kapoor Said :
“ASCI is concern to note that, despite clear guidelines, some online real-money gaming firms are attempting a shortcut. For an industry that is under significant regulatory scrutiny, such acts by some companies paint the entire industry as irresponsible,”.
She said IPL (Indian Premier League), which attracts huge eyeballs, requires “responsible behaviour” from brands, broadcasters, celebrities and ad creators.
ASCI, which also looks after advertising on digital platforms, found 285 social media ads of online real-money gaming companies in violation of its code which came into effect on December 2020.
The violations observed include dubious claims such as ‘India’s biggest 1st prize’, while in many cases the disclaimer informing consumers of the risks was flash very quickly rather than at a normal speaking pace.
In some cases, the advertisements had celebrities acting while the disclaimer was being made, which distracts consumers from important information about risks, while others had disclaimers that were smaller than what has prescribe.
ASCI Said :
“These attempts at glossing over the disclaimers required to be carried in the prescribed manner, informing about the risks of financial loss or game addiction, can severely compromise consumer interest. ASCI has urged gaming industry bodies to take up this issue with their members,”.
ASCI’s statement said its guidelines, which were back by the Ministry of Information and Broadcasting, require brands not to aim the products at minors, not present gaming as a source of livelihood or link it to success.
The guidelines also require all advertisements to carry a prominent disclaimer regarding the risk of financial loss and the addictive nature of such games.
