ASCI acts on CNBC-TV18 complaints, asks ET NOW to withdraw misleading ads

CNBC-TV18 had complaint against the claim made by ET Now of being the number one business channel ("India’s No. 1 Business Channel") with ASCI.

FP Staff|Jun 15, 2015, 14:42:04 IST

Mumbai: In response to complaints filed by CNBC-TV18 against an advertising campaign released by ET NOW news channel on 31 May, the Advertising Standards Council of India (ASCI) has advised the Times Group business channel to withdraw or modify appropriately the said advertisements by 22 June.[caption id="attachment_2296394" align="alignleft" width="380"]

The CNBC-TV18 logo.[/caption]CNBC-TV18 had complaint against the claim made by ET Now of being the number one business channel ("India’s No. 1 Business Channel") with ASCI."ASCI has upheld the complaint against this claim. Firstly, the data provided by the Advertiser is for leadership among English Business channels only and it does not consider the other regional business channels. Hence it was concluded that this declaration is misleading by omission on the advertiser’s part and contravenes Chapter I.4 of the ASCI Code," a CNBC-TV18 release said.The BARC and 'internal data', on which the ET Now advertisement campaign was based, covered only two weeks."It refers to TV audience in the 10 to 75 lakh town class and this does not constitute the whole of India and this contravened Chapters IV.1 (b) & (d) of the ASCI Code," the CNBC-TV18 release said.The ASCI has also upheld the complaint against the claim -- "Built on Expertise. Monthly Positive Stock Calls: ET Now – 1044 CNBC TV18 -326" -- made by ET Now due to discrepancy in data period."This data period does not overlap with the viewership data period referred to in the advertisement. The data provided therefore, was likely to mislead by implication and ambiguity and this contravenes Chapter I.4 of the ASCI Code," the release said.Another claim made by ET Now -- "Built on Speed. 6 out of 10 Business Stories Break on ET Now" -- also earned the attention of the ASCI."This claim was not substantiated with evidence to prove that the Advertiser was indeed able to break more stories / break stories faster than others and was therefore misleading. This contravened Chapters I.1 and I.4 of the ASCI Code," the CNBC-TV18 release said.Here's the full text of the ASCI press release:ASCI Asks ET NOW to Withdraw Misleading Ads

(Disclosure: Both CNBC-TV18 and Firstpost are part of Network18 Media & Investment Limited which is owned by Reliance Industries Limited.)

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