After listening to the requests of various media and advertising bodies regarding the order to submit a self declaration certificate for every print and digital advertisements before publishing them, the Union Ministry of Information & Broadcasting (MIB) released a new advisory on July 3rd that eases the norms that came into effect on June 18 this year. 

The latest order conveys that the SDC norms are mandatory only for all forms of food and health category advertisements and the certificate should be uploaded to Broadcast Seva Portal or Press Council of India's Portal annually, and produced before the publishing organization.

Earlier, advertisers and advertising agencies were ordered to obtain SDC for all advertisements from Broadcast Seva Portal (new.broadcastseva.gov.in) for TV/Radio Advertisements and through the Press Council of India's portal (presscouncil.nic.in) for advertisements on print media/internet, and disclose the proof to the broadcaster and publisher of the advertisements prior to releasing them.

This norm was made mandatory by the Supreme Court, in its May 7 order in the case of misleading ads related to health and food products by Patanjali. The Apex Court had directed that before the ad was printed, aired or displayed, the advertiser or the advertising agency must submit a self-declaration.

Stating the hardships in the norms and how they will affect the advertisement industry, various media bodies including Indian Broadcasting and Digital Foundation (IBDF), Advertising Standards Council of India (ASCI), Internet and Mobile Association of India (IAMAI), Digital News Publishers Association (DNPA), FICCI, CII, Google and Meta held talks with MIB to limit the mandate for Food and Health category ads.

Following the talks, MIB released a new advisory on Wednesday, giving a huge relief to advertisers. However, the Ministry said that it is the responsibility of the advertisers/advertising agencies to ensure that every advertisement being issued by them is in adherence to the applicable Indian laws, rules and regulations in letter and spirit.