SEPT – 15: TALL TALK
The number game
Advertising Standards Council of India (ASCI) Guidelines for Advertising of Educational Institutions and Programs state that an advertisement mentioning competitive rank of an institution or its programme shall also provide full name and date of the publication or medium which released the rankings.
When we saw the advertisement of Bhanwar Rathore Design Studio – a design coaching institute which claimed to be â€˜Indiaâ€™s No. 1 Design Entrance Coaching Centreâ€™, we were intrigued since it did not divulge the details. â€˜Highest selection record from BRDS as compared to any coaching institute in Indiaâ€™ was another tall claim. These claims caught our attention and we decided to approach ASCI.
ASCI had got similar complaints regarding the advertisement of BRDS which was upheld by the Consumer Complaints Council (CCC). The advertisement contravened ASCI Guidelines as well as Chapter I.1 of the ASCI Code and the advertiser was advised to withdraw or modify the advertisement. Since the misleading claim continued to appear in the advertisement, ASCI issued a warning letter to the advertiser and also reported this violation to the All India Council for Technical Education (AICTE) for necessary action.