In a move set to revolutionise the advertising landscape, the government has recently mandated a self-declaration certificate for all advertisements. This significant development is poised to impact every digital marketing agency, social media marketing strategist, and advertising agency across the nation.
A Game-Changer for the Advertising Industry
Starting this month, all businesses must include a self-declaration certificate with their advertisements. This certificate affirms that the content is genuine, non-deceptive, and adheres to the regulatory standards. The primary goal is to enhance transparency and accountability, ensuring consumers receive truthful and ethical advertisements.
Why the Change?
The rise of digital platforms has exponentially increased the volume and reach of advertisements. With more eyes on screens, there's been a growing concern about the authenticity and honesty of the ads presented. The self-declaration certificate aims to curb misleading information and build trust between advertisers and consumers.
The Impact on Digital Marketing Agencies
For a digital marketing agency, this new rule introduces an added layer of responsibility. Agencies now need to ensure that every piece of content they produce meets these stringent guidelines. While this might seem like an additional burden, it's an opportunity for agencies to showcase their commitment to ethical advertising.
In line with Supreme Court Directive, no advertisement will be permitted to run on television, print media or the internet without a self declaration certificate starting from June 18, 2024.
Agencies must now:
1. Review Content Thoroughly: Each advertisement must be vetted for accuracy and compliance before it goes live.
2. Train Staff: Employees need to be well-versed in the new regulations to avoid any pitfalls.
3. Maintain Records: Keeping detailed records of self-declaration certificates will be crucial for audits and regulatory checks.
Boosting Trust in Social Media Marketing
Social media marketing is not exempt from these changes. With the proliferation of sponsored posts and influencer collaborations, social media platforms have become a hotspot for advertising. The mandatory self-declaration certificate ensures that even these informal advertisements are held to the same standards of truthfulness and transparency.
Marketers must now:
- Collaborate Closely with Influencers: Ensure that all influencer content complies with the new regulations.
- Transparent Disclosures: Clearly disclose paid partnerships and sponsored content to the audience.
Advertising Agencies: Adapting to the New Norm
For traditional advertising agencies, this change is equally significant. Whether it’s print, television, or digital ads, the self-declaration certificate is now a non-negotiable part of the process. Agencies need to re-evaluate their workflows to incorporate this new step seamlessly.
Steps to Adapt:
1. Update Processes: Modify existing processes to include self-declaration checks.
2. Educate Clients: Inform clients about the new requirements and their benefits.
3. Quality Assurance: Enhance quality assurance protocols to ensure compliance.
Portals for generation of self-certificate by all advertisers/advertising agencies :
In case of TV/Radio Advertisements, it shall be https://new.broadcastseva.gov.in
In case of print or internet advertisements, it shall be https://presscouncil.nic.in
Process for submission of self-declaration certificate:
An authorised representative of the advertiser/advertising agency shall submit the self-declaration certificate after signing the certificate on behalf of the advertiser/advertising agency.
Details to be filled in the Advertisement:
Product/service being advertised
Advertisement Title
Brief description of advertisement in approximately 100-200 words, highlighting any specific features or claims made in the advertisement.
Full script of advertisement (in pdf file)
URL of advertisement audio/video for TV/radio/internet advertisement or PDF of actual advertisement for print/static internet advertisement.
Proposed date of first broadcast/publishing of advertisement 3. Advertisers must ensure that all mandatory fields are filled accurately before proceeding with the submission. Incomplete or inaccurate information may lead to rejection or delay in processing. Once all required fields are completed and the self=declaration certificate is signed by the authorised representative, the advertiser can upload the document to the portal. 4. Upon successful submission of self-declaration certificate, the applicant would receive an acknowledgement receipt. Important documents required to be submitted before self-declaration certificate:
A letter identifying the representative of the advertiser/advertising agency as one authorised to fill and submit the self-declaration certificate shall be uploaded while filling details of the authorised representative.
Advertisers need to provide the complete written script of the advertisement that will be published or broadcast. This script should include all dialogue, voiceovers, text displayed on-screen, and any other verbal or written content featured in the advertisement.
Advertisers must submit the actual video/audio file of the advertisement through a URL. The advertisement video/audio file should accurately represent the content that will be aired of published. It should include visuals, audio, and any special effects or animations used in the advertisement. The source of the URL must be kept available for reference at any future dates.
If the advertisement has been certified by the Central Board of Film Certification (CBFC), advertisers should provide a copy of the CBFC certificate. Important optional Fields for submission of self-declaration certificate:
CBFC Certificate and GST Details are optional fields, meaning they are not required for submission unless available. If the advertisement has been certified by the Central Board of Film Certification (CBFC), or if the advertiser has GST details related to the advertised product/service they can provide this information.
Embracing the Future of Advertising
While the mandatory self-declaration certificate might seem daunting initially, it’s a step towards more ethical and transparent advertising practices. For consumers, it means receiving more reliable information. For businesses, it presents an opportunity to build trust and credibility.
Every digital marketing agency, social media marketing expert, and advertising agency must embrace this change proactively. By doing so, they not only comply with regulations but also elevate their brand’s reputation in the eyes of discerning consumers.
In conclusion, the advertising landscape is evolving, and staying ahead means adapting to these changes with agility and integrity. The future of advertising is here, and it promises to be more transparent and trustworthy than ever before.
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