Rajya Sabha member Kartikeya Sharma has raised concerns over mandatory self-declaration certificates for advertisements.
Following the Supreme Court's orders, the Ministry of Information & Broadcasting has issued an advisory requiring advertisers and advertising agencies to upload self-declaration certificates (SDCs) on the ministry's portal and the PCI portal before releasing any advertisement for print publication, electronic media, digital media or radio. While the directive primarily aims to regulate advertisements related to food and health products, it has inadvertently caused significant operational challenges across the entire industry.
The advertising industry has expressed concerns about the new requirements, which they argue have created multiple issues. The advertising industry has repeatedly highlighted these problems to the MIB, and several leading industry associations have requested the Supreme Court to consider their concerns.
On Friday, Rajya Sabha member Kartikeya Sharma addressed this issue in Parliament through a special mention. Sharma underscored the operational challenges posed by the directive, particularly for non-claim advertisements published by small media houses for SMEs. These advertisers may find it difficult to comply with the technical requirements and limited resources available to them.
Sharma also pointed out the ambiguity surrounding the handling of government and public sector advertisements under this directive. Media houses are facing significant difficulties in preparing self-declaration certificates, registering on the portal, and troubleshooting technical issues. These challenges could deter advertisers from using print media, ultimately affecting revenue.
Moreover, the storage of self-declarations, weeding out old records, and managing emergency advertisements present further complications, especially within the digital media ecosystem. Given the potential for legal challenges and technical issues with the portal, Sharma requested that the Ministry delay the implementation of these guidelines until clear and objective procedures are established. He also suggested that the initial implementation be limited to medical advertisements and that a broader consultation with stakeholders be conducted.
Rakesh Sharma, President of the Indian Newspaper Society, also highlighted concerns regarding the Supreme Court's directive mandating self-declaration certificates for food and health-related advertisements, which the Ministry of Information and Broadcasting extended to all advertisement categories. He emphasised the industry's lack of preparedness and the logistical issues faced by advertisers, especially those in remote areas with limited internet access.
