ASCI finds five of the edtech startup's commercials in violation of advertising code, which includes making misleading claims
A WhiteHat Jr advertisement on social media showcases a 7-year-old app developer and TEDx speaker.
In a major blow to WhiteHat Jr, the Advertising Standard Council of India (ASCI) has asked Byju’s-owned kids coding startup to pull down its advertisements that it says made dubious and unsubstantiated claims.
“ASCI has processed 15 complaints against seven advertisements of WhiteHat Jr,” Manisha Kapoor, secretary general of ASCI, the advertising self-regulatory body, tells Forbes India. Five of these advertisements, she points out, were in potential violation of the ASCI code. The advertiser, she lets on, agreed to immediately withdraw the advertisement when ASCI asked them for their response.
“One such advertisement was taken up suo motu by ASCI as well,” says Kapoor. For two advertisements, ASCI didn’t find any violation, and complaints against them were not upheld. One of these advertisements, could be in potential violation of The Emblems and Name (Prevention of Improper use) Act, and the complainant was directed to approach the government for this potential violation, she adds.
The aggressive claims made by WhiteHat Jr on social media have also come under the scanner. “In recent times, some advertisements have come under scrutiny on social media, and ASCI has been tagged,” she says. The ASCI team connected with the advertiser, and was informed that some of the advertisements on social media are old and have already been withdrawn. “The advertiser also has assured ASCI of their cooperation to adhere to the ASCI code going forward,” Kapoor adds.
Rabbit out of the Hat