Advertiser Self-declaration Made Mandatory By SC, MIB Portal Active

The Supreme Court (SC), in its 7 May, 2024 order, directed all advertisers and advertising agencies to submit a ‘Self Declaration Certificate’ before publishing or broadcasting any advertisement. In response, the Ministry of Information and Broadcasting (MIB) has launched a new feature on the Broadcast Seva Portal for TV and Radio advertisements, and on the Press Council of India’s portal for Print and Digital/Internet advertisements. 

This certificate, signed by an authorised representative of the advertiser or advertising agency, must be submitted through these portals.

The portals will be activated on 4 June, 2024. Advertisers and advertising agencies must obtain the Self Declaration Certificate for all new advertisements issued, telecast, aired, or published on or after 18 June, 2024. 

A two-week buffer period has been provided to allow stakeholders sufficient time to familiarise themselves with the self-certification process. Currently, ongoing advertisements do not require self-certification.

The Self Declaration Certificate certifies that the advertisement (i) does not contain misleading claims and (ii) complies with all relevant regulatory guidelines, including Rule 7 of the Cable Television Networks Rules, 1994, and the Norms of Journalistic Conduct of the Press Council of India. Advertisers must provide proof of uploading the Self-Declaration Certificate to the relevant broadcaster, printer, publisher, or electronic media platform for their records.

According to the Supreme Court’s directive, no advertisement will be allowed on television, print media, or the internet without a valid Self Declaration Certificate. This directive aims to ensure transparency, consumer protection, and responsible advertising practices. The Ministry of Information & Broadcasting has called on all advertisers, broadcasters, and publishers to comply with this directive diligently.