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The Indian society of Advertiser

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Introduction

The Indian Society of Advertisers (ISA) wasfounded and registered as a company fifty seven years ago (1952) by a like minded

 group of large advertisers of those times.

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registered as a company under section 25 of the Companies Act, it is a non-profitorganization

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Members

The original member of companies and theirrepresentatives were:

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Company RepresentativeBata shoes company 

R. Ray, Publicity Manager 

Birla Bros. Ltd., Calcutta Gangadhar Makheria, Secretary &

Chief Accountant 

Corn Products Co. (India) Ltd.,

Bombay P.H. Brown, Director 

Glaxo Laboratories (India) Ltd.,Bombay 

R. A. Haryott, Director 

Parle Products Manufacturing Co.

Ltd., Bombay P. Mohanlal, Director 

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Polson Ltd., Bombay Lt. Col. J.D. Kothawala, Director

Tata Industries Ltd., BombayF.S. Mulla, Public Relations

Officer

West End Watch Co., BombayM.R. Bavier, Esq., General

Manager

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Over the years all major advertisers have becomemembers of the ISA and its current membershipis around 160.Its membership includes almost all the large andprestigious advertisers like Asian Paints, Bata,Britannia, Cadbury, Castrol, Coca-Cola, Colgate-Palmolive, Dabur, Godfrey Phillips, Godrej, HeroHonda, Procter & Gamble, Hindustan Unilever ,ITC, Mahindra, Marico, HCL, Reliance ADAG, UBGroup, MRF, Nestle, Nirma, Pepsi,

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P&G, Raymond, Reckitt, SmithKline Beecham, TataTea, Tata Motors, Titan and WIPRO, to name just a

few. Among large Public Sector Enterprises who aremembers are companies like Air-India, BharatPetroleum, Indian Oil and LIC.

Collectively, the membership of ISA accounts for twothirds of all annual advertising expenditures madein India.

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Role of ISA

The ISA has been at the forefront at promulgating self-regulation for the Advertising Industry. Some of itsachievements in this area are:

It has been the founder member and promoter of theAdvertising Standards Council of India (ASCI), which laysdown and enforces the code of self-regulation in advertisingbased on the following basic guidelines:

Ensure truthfulness in advertising and safeguard against

misleading representations.Ensure advertisements are not offensive to accepted

standards of public decency.

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Safeguard against indiscriminate use of advertising topromote products which are hazardous to society.

To ensure the observance of fairness in competitionwhile protecting the consumers right to be informedof choices in the market place.

It has enunciated a code of ethical conduct for

advertising in the outdoor medium. This code was puttogether in collaboration with advertising agencies,the Bombay Municipal Corporation and the outdoormedia.

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• As a member of the WFA has been engaged in the global discussion on use of women and children in

advertising.• During 2005 it pro-actively interacted with the

Ministry of Information and Broadcasting to haveincorporated in the Cable TV Networks (Regulation)Act 1995 that the violation of the ASCI code will beseen as a violation of the said Act.

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