Developed by a multi-stakeholder task force, including environmental experts, the draft guidelines are open for public feedback until December 31, 2023, post which they will be finalized. The guidelines target greenwashing, the deceptive practice of making misleading environmental claims, and emphasize the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation.

Environmental claims include claims that suggest or create an impression that a product or service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product or has specific environmental benefits. Environmental/Green claims can be explicit or implicit and can appear in advertisements, marketing material, branding, packaging, or other information provided to consumers.

The proposed guidelines establish clear criteria for environmental claims, including absolute claims such as “environmentally friendly,” “eco-friendly,” “sustainable,” and “planet-friendly” that imply that the product advertised has no impact or only a positive impact must be supported by a high level of substantiation. Comparative claims such as “greener” or “friendlier” can be justified if the advertised product or service provides a total environmental benefit over that of the advertiser’s previous product or service or competitor products or services, and the basis of such comparison is made clear.

The guidelines also require that environmental claims be based on the full life cycle of the advertised product or service, unless the advertisement states otherwise, and must make clear the limits of the life cycle. Advertisements must not mislead consumers about the environmental benefit that a product or service offers by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or services or by highlighting an environmental benefit that results from a legal obligation if competing products are subject to the same requirements.

Certifications and Seals of Approval should make clear which attributes of the product or service have been evaluated by the certifier, and the basis of such certification provided. Visual elements in an ad should not give a false impression about the product/service being advertised, and advertisers should refrain from making aspirational claims about future environmental objectives unless they have developed clear and actionable plans detailing how those objectives will be achieved.

For carbon offset claims, advertisers should clearly and prominently disclose if the carbon offset represents emission reductions that will not occur for two years or longer. Ads should not claim directly or by implication that a carbon offset represents an emission reduction if the reduction, or the activity that caused the reduction, was required by law.

The proposed guidelines also require that claims about the product being compostable, biodegradable, recyclable, non-toxic, free-of, etc., be qualified, and the extent of the same be specified. All such claims should have competent and reliable scientific evidence to show that the product or the qualified component, where applicable, will break down within a reasonably short period after customary disposal and that the product is free of elements that can lead to environmental hazards.

Manisha Kapoor, CEO and Secretary-General, ASCI said, “ASCI’s draft guidelines on Environmental/Green Claims are a crucial step to ensure that consumers who wish to support green brands have the correct information to make an informed decision. These guidelines set a standard for advertisers and aim to foster a culture of transparency and authenticity in advertising in the best interest of the consumers. We encourage all stakeholders, including consumers, industry, civil society members, and experts, to provide their feedback on the draft guidelines to enable us to sharpen and strengthen them.”

The public consultation period is open until December 31^st, 2023. Feedback can be submitted via email to contact@ascionline.in

In conclusion, the proposed guidelines by ASCI aim to establish a clear framework for advertisers to present truthful and evidence-based environmental claims and combat greenwashing practices. The guidelines are open for public feedback until December 31, 2023, and are expected to foster a culture of transparency and authenticity in advertising in the best interest of consumers.

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UNITED STATES: The Federal Trade Commission finalized an order requiring online counseling service BetterHelp to pay $7.8 million and prohibiting it from sharing consumers’ health data for advertising, resolving allegations the firm shared consumers’ sensitive health data with third parties such as Facebook and Snapchat for advertising after promising to keep such data private.

In an action first announced in March, the FTC charged that BetterHelp used and disclosed consumers’ email addresses, IP addresses, and health questionnaire information to Facebook, Snapchat, Criteo, and Pinterest for advertising purposes despite promising consumers that it would only use or disclose personal health data for limited purposes.

The $7.8 million that BetterHelp is paying as part of the order will be used to provide partial refunds to consumers. In addition to the prohibition on disclosing health data for advertising, the order, among other things, also bans BetterHelp from sharing consumers’ personal information for re-targeting. It also requires the company to: obtain affirmative express consent before disclosing personal information to certain third parties for any purpose; put in place a comprehensive privacy program that includes strong safeguards to protect consumer data; direct third parties to delete the consumer health and other personal data that BetterHelp shared with them; and limit how long it can retain personal and health information according to a data retention schedule. 

After reviewing 123 comments it received on this matter, the Commission voted 3-0 to finalize the complaint and order and send responses to the commenters.

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The 6-hour workshop on Animation and Visual Effects (VFX) will provide participants with a hands-on learning experience of Stop Motion animation besides gaining a comprehensive understanding of the intricacies of animation and VFX from a seasoned professional. They will also delve into the remarkable VF X campaigns that brought the film Pathaan to life. The workshop scheduled for Wednesday, 31 May 2023, will be held at the Lexicon Institute of Media & Advertising, Wagholi, Pune.

Covering animation fundamentals as an introduction to animation, the workshop will explore diverse animation types, and discusses the significance of animation and VFX in 2023, while analyzing their pros and cons.

The workshop also focuses on teaching the basic techniques of Stop Motion animation thus empowering participants to harness the storytelling potential of this technique. Attendees will learn to create captivating storylines, characters, and plots while effectively managing the planning and organization process. Participants will learn about paying attention to detail and technical proficiency in cameras, lighting, and equipment during the story creation process.

This workshop is specifically designed for individuals who have a passion for creativity and a keen interest in the world of animation and VFX. Students, undergraduate students, graphic designers, character designers, environment artists, VFX artists, and anyone enthusiastic about learning about animation and VFX tools are encouraged to attend. This workshop serves as an opportunity to expand knowledge, acquire new skills, and network with professionals in the industry.

The workshop which covers the captivating realms of animation and VFX is aligned with the 3-Year Program in Animation & Media Studies being offered by the Lexicon Institute of Media and Advertising. The course covers animation, game design, and graphics over 6 semesters. The Institute also offers journalism studies covering print news, broadcast, social media, digital media, mass communications, advertising, and marketing as part of its 2 Year Program in Media Studies. The program which is divided into 4 semesters also has a capstone project to ensure students get experience solving real-world work issues. The Institute also offers a plethora of short certification courses that help learners monetize the host of new professions that have proliferated in the wake of the social media boom.

Participants will have the opportunity to engage in a complimentary testing session by taking the Agile Neuro Aptitude Test that assesses their multiple intelligence quotient parameters. This evaluation will provide valuable insights into their learning style and innate personality traits, enabling them to make informed career choices aligned with their unique potential.

Participants will also have the opportunity to receive a special coupon code, providing free access to the Lexicon Institute of Media & Advertising Scholarship Exam—a chance to unlock further educational opportunities. Participants need to register at https://lexiconima.com/animationwave/

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Consider Your Demographic 

When you plan your car advertising strategy, it’s important to consider the demographic you’re hoping to reach. Determine who your target audience is and factors such as age, location, or gender that may influence their buying decisions. This will help guide your car advertising design and placement of graphics so that they’re noticed by the right people.

For example, if you primarily target young professionals with your car advertising you’ll want to place graphics on cars that are likely to be seen in urban areas and use bright, modern colors and fonts rather than a traditional design. 

Be Creative With Placement 

To make sure your ads are noticed, it’s important to be creative with placement. Consider wrapping the entire vehicle with your advertising graphics, or consider different locations such as bumpers, hoods, trunk lids, and wheel wells. 

If you’re placing ads on windows, think outside of the box by strategically placing them to create a visual effect that draws attention. For example, try using a combination of cut vinyl and decals to make your graphics stand out. 

Keep Your Message Concise 

When it comes to designing car ads, less is more. Having too much text or too many images can be overwhelming to viewers and take away from the overall message. So keep your message short and direct, so that your audience can understand it clearly. 

For example, the phrase “Get Yours Today!” along with a graphic of your product is more impactful than saying “Come to our store and get this amazing product right now before it runs out.”

Choose Quality Materials 

When designing car advertising it’s important to use high-quality materials that can withstand outdoor elements. Vinyl or polyester materials are great for car wraps as they’re durable, weather-resistant, and long-lasting. Additionally, when printing graphics use eco-solvent inks which are designed to resist fading, smudging and other damage over time.

Also, consider investing in anti-graffiti laminate to protect your car from scuffs and scratches. This will help keep your ads looking great for years to come so that you can further maximize the return on investment of your car advertising campaign. 

Update Regularly 

If you’re using car advertising as part of your marketing strategy, you want to update them regularly to keep your ads fresh. 

For example, if you’re advertising a new product, consider updating your graphics to reflect the changes and keep viewers engaged. Or if you’re promoting a seasonal or promotional offer, be sure to update your car ads accordingly so that viewers are aware of the change. 

Following these tips will help you create an effective car advertising strategy that reaches the right audience with a powerful message. Keep in mind that car advertising is a long-term investment, so you want to choose quality materials and be creative with placement to ensure your ads are seen by the right people.  

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