At least 14 advertisements aired by mobile game operators during the first week of the ongoing IPL cricket tournament have been found to be in violation of guidelines set by the advertising industry, self-regulatory watchdog ASCI said on Tuesday. The Advertising Standards Council of India (ASCI) said it screened 35 ads from the online real-money gaming industry between March 26 and April 3, of which 14 were found to be in violation of its code.
Brands that violated the code include My11Circle, Fairplay, Gamezy and Winzo, a statement said.
ASCI’s chief executive officer said, “ASCI is concerned that despite clear guidelines, some online real-money gaming firms are attempting a shortcut. Such acts by all hold the entire industry irresponsible.” Manisha Kapoor says
He said IPL (Indian Premier League), which attracts large numbers of people, requires “responsible behavior” from brands, broadcasters, celebrities and advertising makers.
ASCI, which also looks into advertising on digital platforms, found 285 social media ads from online real-money gaming companies in violation of its code, which took effect from December 2020.
Violations observed include dubious claims like ‘India’s biggest first prize’, while in many cases a disclaimer informing consumers about the risks was flashed too quickly rather than at the usual speaking speed.
In some cases, the ads featured celebrities while disclaimers were being made, which distracted consumers from important information about the risks, while others had disclaimers that were smaller than stipulated.
“These attempts to highlight the disclaimers in the manner prescribed to inform about the financial harm or risks of game addiction may seriously compromise consumer interest. ASCI has urged gaming industry bodies to address the issue to its Members are requested to take up with them.” Said it.
The ASCI statement said its guidelines, which were supported by Ministry of Information and BroadcastingBrands are not required to target products at minors, present gaming as a source of livelihood, or link it to success.
The guidelines require all advertisements to contain a prominent disclaimer regarding the risk of financial loss and the addictive nature of such games, the statement said.