ADVERTISING AGENCIES ASSOCIATIONS OF INDIA (AAAI)

                  Advertising Agencies Associations of India

The Advertising Agencies Association of India (AAAI) is the official, national organization of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation, by working towards the following objectives:

·         To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste.

·         To benefit Indian advertisers by promoting their sales, increasing their sales and increasing productivity and profitability, to stimulate business and industrial activity.

·         To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners.

·         To benefit the nation by harnessing advertising for the good of the country, its institutions, its citizens; to co-operate with the Government in promoting its social objectives and in the task of nation-building.

·         To question advertising that is wasteful and extravagant.

·         To improve the image of the advertising industry and to focus on its role in economic developmen and employment through campaigns, seminars, press relations and direct contact with Government ministries.

·         To protect members’ interests n issues related to Guidelines and Rules of Commercial Broadcast, Sponsorship, Rates, Commission and Accreditation; working towards full service operations at all TV Channels / Doordarshan Kendras and Radio Channels; setting up an independent monitoring body for commercials.

·         To protect members’ interest in matters relating to INS policies, credit periods, Rules for Accreditation and streamlined operations, promotions of better production values and effective advertising purchases.

·         To improve the quality of professional relationships between Agencies and Clients through seminars, the AAAI Handbook and the evolution of uniform guidelines, codes and norms.

·         To help settle disputes through evolution of guidelines, procedures and uniform practices; mediating between agency-client, agency-agency and agency-media to ensure quick resolution of disputes.

·         To constantly examine all relevant laws and statutes affecting the advertising industry including ESIS, Sales Tax, other taxes, Arbitration, MRTP guidelines; seeking professional advice and presenting a common viewpoint at relevant forums to protect members interests; pursuing new avenues like Credit Insurance cover, etc.

·         To organize seminars and workshops on effective advertising skills in creative copywriting, print and production, client servicing, television production, media operations, media planning, advertising as a career, etc; maintaining a fully stocked reference library with a reprint service for members.

·         To constantly communicate members through circulars and correspondence; periodic publication of an updated membership directory, regular regional meetings for members and their employees.

·         To offer the services of the Association and members in significant projects, e.g.: for Family Planning, the National Wastelands Development Board, Gujarat Earthquake relief, etc; encouraging the creation of such advertising by members. There are innumerable instances of successful AAAI activities, with benefits to the entire advertising industry and all others associated with it.

Advertising Agencies Associations of India Code of Standards Rules of Advertising Ethics

Rules of Conduct Vis-à-vis the Customer

·         Advertising should be so designed as to conform not only to the laws but also to the moral and aesthetic sentiments of the country in which it is published.

·         No advertisement likely to bring advertising into contempt or disrepute should be permitted. Advertising should not take advantage of the superstition or credulity of the general public.

·         Advertising should tell the truth and avoid distorting facts and misleading by means of implications and omissions.

·         No advertising should be permitted to contain any claim so exaggerated as to lead inevitably to disappointment in the mind of the consumer. Rules of Ethics between Advertisers Rules or Conduct.

·         Methods of advertising designed to create confusion in the mind of the consumer as between goods are unfair and should be renounced.

·         The imitation of the trademark or name of the competitor, or the packaging or labeling of goods, or the limitations of advertising devices, copy, layouts or slogans, should be disallowed.

Advertising should endeavor to gain the goodwill of the public on the basis of the merits of the goods or services advertised. Direct comparison with competing goods or firms should be avoided and disparaging reference in no circumstances permitted.