A Study on Misleading Television Advertisements in the FMCG Sector: Regulatory Gaps and Public Awareness

Abstract

This research investigates the growing concern of misleading television advertisements in India's fast-moving consumer goods (FMCG) sector, with a regional focus on Ghaziabad. Television remains a dominant medium for advertising, and FMCG brands frequently use persuasive tactics to attract consumers. However, a substantial number of these advertisements are found to contain exaggerated, unverified, or false claims, which mislead viewers and influence their purchasing behavior. Such practices not only affect consumer trust but also pose ethical and legal challenges to the advertising ecosystem.

The study aims to understand the extent of public exposure to such advertisements and their ability to distinguish between genuine and deceptive content. It also critically examines the effectiveness of existing regulatory frameworks, including the Advertising Standards Council of India (ASCI) guidelines, the Consumer Protection Act (2019), and other media regulatory mechanisms in curbing misleading advertisements. Despite these frameworks, the study finds that public awareness of complaint mechanisms remains alarmingly low, and regulatory enforcement is inconsistent.

A mixed-method research design was employed, combining quantitative data from surveys of Ghaziabad residents with qualitative insights from existing secondary data and literature. The survey results highlight a significant gap in consumer awareness, particularly regarding the right to report and challenge misleading advertisements. Many respondents were unaware of the role of ASCI or the procedures for filing complaints against false claims made in TV commercials.

The findings underscore the urgent need for stronger implementation of advertising standards, stricter penalties for violators, and public education campaigns to empower consumers. Recommendations include making ASCI rulings legally binding, promoting media literacy, and establishing user-friendly platforms for lodging complaints.

This study contributes to the broader discourse on ethical advertising and consumer rights by offering practical suggestions to bridge the gap between regulation and public understanding.