MIB Eases SDC Stance, Embraces Advertisers' Feedback

The Ministry of Information and Broadcasting (MIB) has softened its strict 'no-amendment' stance on the self-certificate mandate, showing a willingness to consider advertisers' feedback on the challenges faced during its rollout. In a meeting with industry stakeholders on June 25, the ministry announced the formation of a core committee to finalize its submission to the Supreme Court on July 9, incorporating advertisers' inputs into the report.

“The MIB is positive this time and is interested in minimizing the problem being faced by the stakeholders. They also plan to articulate our concerns and present them to the Solicitor General of India when they go to the court with their submission,” said a source who attended the meeting.

One proposed solution discussed at the meeting was allowing advertisers to submit a single self-declaration certificate (SDC) for the entire year, rather than requiring a new certificate for each ad publication. This change aims to streamline the process and reduce the burden on advertisers.

“We also suggested that the certificate should be confined to the food & health products, which the Supreme Court had initially addressed. Why involve the entire advertising industry,” said one of the sources, highlighting the need for a more focused approach.

Technical issues with obtaining the certificate on both the Press Council of India and MIB portals were another major concern raised. Advertisers reported frequent errors during peak hours, which could delay ad submissions and disrupt schedules.

“During the peak hours in the evening, the portals show many errors while loading the certificate. If the submission of the certificate is delayed, we may not be able to go ahead with the advertisement as per the schedule,” another source explained.

The MIB plans to hold another meeting with the core committee to draft its submission to the Supreme Court. This move indicates a shift from the ministry’s earlier rigid stance. During a previous meeting with stakeholders on June 11, the ministry had insisted on no changes to the mandate, requiring compulsory submission of self-declaration certificates. Attendees of that meeting felt the ministry was unwelcoming to feedback or suggestions from the industry.

The requirement for self-declaration certificates was mandated from June 18, following the Supreme Court's directions issued on May 7. These certificates require advertisers to attest that their advertisements do not make misleading claims and comply with all applicable regulatory requirements. For digital ads, the declaration must be posted on the MIB website, and for print ads, it must be posted on the Press Council of India website.

By considering advertisers' feedback and potentially implementing more flexible procedures, the MIB aims to address the industry's concerns while ensuring compliance with regulatory standards. This approach could foster a more cooperative relationship between the ministry and advertisers, ultimately benefiting both parties and ensuring smoother operations in the advertising industry.