80% consumers in India do not notice disclaimers in advertisements: ASCI

ASCI has updated its guidelines for disclaimers in response to the findings of the survey

An amusingly large number of consumers in the country, about 80 per cent, do not notice disclaimers in advertisements, the Advertising Standards Council of India has found in a survey. It also found that the main reason for this consumer behaviour is the "over-use of disclaimers" which makes it difficult for people to understand all the information in the ad.
 

ASCI said 33 per cent of consumers could not understand the disclaimers clearly even after they were given adequate exposure time. Further, 62 per cent Indians felt that the disclaimers are "excessively long". 
 

In the past three years, ASCI has