The association with these Government bodies is to co-regulate and curb misleading and objectionable advertisements in the respective sectors.

ASCI is a part of the Executive Committee of International Council on Ad Self-Regulation (ICAS).

Their mandate is that all advertising material must be truthful, legal and honest, decent and not objectify women, safe for consumers - especially children and last but not the least, fair to their competitors.

[6] ASCI’s team consists of the Board of Governors,[7] the Consumer Complaints Council (CCC)[8] and its Secretariat.

The CCC currently has about 28 members: 6 are from within the industry and 8 are from the civil society like well-known doctors, lawyers, journalists, academics, consumer activists, etc.

With the introduction of the code, the aim is to promote honest and decent advertising and fair competition in the industry.

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.