New Delhi: The Ministry of AYUSH on Friday inked an MoU with the Advertising Standards Council of India (ASCI) to identify potential misleading advertisements in its advertising sector.

Under the MoU, the ASCI will also process complaints against the misleading advertisements through its Consumer Complaints Council (CCC).

“We have entered into an MoU with ASCI to effectively weed out such advertisements so that consumers are protected from unscrupulous manufacturers selling products making false claims. This is vital for the propagation of AYUSH system of medicine within India and beyond,” said Ajit M Sharan, Secretary at AYUSH Ministry.

Sharan termed it an another important step taken by the AYUSH Ministry to ensure that Indian consumers have access to safe and effective medicine.

“The MoU also requires ASCI to report to the Ministry of AYUSH, advertisements in potential violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and Rules there under as well as non-compliance of ASCI’s CCC recommendations for the Ministry of AYUSH to take further action,” said an official statement.

Sharan said that the arrangement would also ensure that any advertisement making claims for diseases and disorders, in violation of the notification issued by ministry for indications that have been prohibited from claiming, are immediately brought to the attention.

“At ASCI, we have been relentlessly working to encourage self -regulation in advertising content and ensuring the protection of the interests of the consumers,” said SK Swamy, ASCI Chairman.-Agency