Self- Regulation

Early in the 20th centaury before the advertising industry became well organized, the sharp and unethical practice of some advertisers prompted the rise of self regulation to avoid state controls. Self imposed code of ethics and procedures aim principally to curtail not only bad taste but also misinterpretation and deception as well as derogatory and unfair representation of products of competitors.
Advertising and trade associations are concerned with maintaining high standards. The associations feel that it helps in maintaining good public relations.
Individual media and media groups often establish their own code of ethics. Some news papers and magazines refuse to publish advertisements for tobacco and alcohol products. Most of them in varying degrees, investigate the rehability of the advertisers before accepting their copy. Some advertisers have strict rules about the presentation of advertising to prevent publication of false or exaggerated claims to prevent aesthetic tone of their publications.
Television and radio likewise cooperate to avoid permitting advertising that may cause unfavorable reactions.

Statutory Laws in India

All those engaged in advertising are recommended to be familiar with the legislation affecting advertising in India:

I) Young Person (Harmful Publications) Act 1956:
(a) "Harmful publication" means any book, magazine, pamphlet, leaflet, newspaper) or other like publication which consists of stories told with the aid of pictures or without the aid of pictures or wholly in pictures, being stories portraying wholly or mainly-
(i) The commission of offences; or
(ii) Acts of violence or cruelty; or
(iii) Incidents of repulsive or horrible nature; in such way that the publication as a whole would tend to corrupt a young person into whose hands it might fall, whether by inciting or encouraging him to commit offences or acts of violence or cruelty or in any other manner whatsoever;
(b) "State Government" in relation to a-Union...