Airtel gets ASCI notice over ‘misleading’ ads

The Advertising Standards Council of India (ASCI) has sent a notice to Bharti Airtel Ltd, India's largest telecom services provider, asking it to withdraw its '4G Speed Challenge' advertisement on ground that it is misleading.

''The claim in the ad, 'Airtel 4G is the fastest network ever' and 'If your network is faster, we will pay your mobile bills for life' is misleading by omission in the absence of appropriate disclaimers in the print, TV, and hoarding advertisements. The advertisement contravenes Chapter 1.4 of the code,'' said the notice.

''We have advised the Advertiser to withdraw or to modify appropriately the said advertisement before 7 October 2015 or seek a review of the decision. If you continue to see the advertisement after the due date, kindly bring the same to our notice,'' the ASCI notice added.

The ASCI decision came on a complaint filed by a consumer whose identity could not be determined.

Chapter 1.4 of the code says that advertisements shall neither distort facts nor mislead the consumer by means of implications or omissions.

An Airtel spokesperson confirmed that the company had received the notice, and said the company will take up the issue with the ASCI.

''We are engaging with ASCI to provide them with the technical data in support of our advertising claims and are following the prescribed process to schedule a review of the said issue. We are confident of getting a favourable response from them,'' the company said in a statement on the notice.

''4G technology is proven to deliver the fastest Internet experience, and the same has been accepted globally. As the only commercial providers of this world-class technology in India, our advertising campaign revolves around the 4G promise of fastest Internet speeds and features a set of claims that are based on rigorous test conditions,'' the statement added.

A senior official at ASCI said the notice was not binding as yet and the firm would get some time to appeal the decision.