MUMBAI: The Ministry of Information and Broadcasting has directed all TV channels to support self-regulation for grievance against objectionable ads. In a recently released advisory, the ministry has asked channels to run a scroller against offensive content to create mass awareness.

The scroller will ask the viewers to complain against objectionable advertisements to the Advertising Standards Council of lndia (ASCI) via a dedicated WhatsApp number and email id.

The advisory reads, “Attention of TV channels is invited to Rule 7(9) of the Cable Television Networks Rules, 1994 which states that ‘No advertisement which violates the code for self-regulation in advertising, as adopted by the Advertising Standards Council of lndia (ASCI), Mumbai for public exhibition in lndia, from time to time shall be carried in the cable service.’”

The ministry has also directed all broadcasters to ensure that all programmes and advertisements being telecast on TV channels and being transmitted/ retransmitted through the cable TV network adhere to the Programme and Advertising Codes prescribed under the Cable Television Networks (Regulation) Act.