'A fairness cream claims that this will make you fair and will make you a super star .....''A deo can get you girls ... ''A shampoo can get you long shiny hairs .... ''Loan in few minutes (condition apply ) ...''Invest with us and get returns of double the amount of investments .... 'These are classic examples of misleading advertisements. And when such products are endorsed by celebrities, the reach and acceptance of such products are huge. There is a need to put a control on such advertisement for the interest of consumers with stringent laws and deterrent punishments.

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This is what was discussed at a one-day workshop organised  at Consumer Education and Research Center (CERC), Ahmedabad with the support of the Consumers Affairs Ministry, Government of India.

The Union ministry of consumer affairs is all set to make stringent laws to put a control on advertisements which misguide the masses through incorrect facts and hypothetical conditions.

Secretary, ministry of consumers affairs, Govt of India, Rajiv Agarwal, who attended the workshop, said that the ministry is planning to form stringent laws for the issue. "To frame these laws, we have been organising workshops across the country.

This is the second such workshop which covers the western region."

"Through such workshops we seek help from the experts from all spheres of life like lawyers, industrialists, professionals from the advertising agencies, bureaucrats and personnel of the media to guide us and help us to frame strict laws for the benefit of the consumers," Agrawal added.

Justice MB Shah, former judge, Supreme Court and former president, National Consumer Disputes Redressal Commission, who presided over the discussions, highlighted major issues faced by the buyers and also tactics adopted by the advertisers. "Aggressive marketing has now become the order of the day. It is very difficult to find out if any claim made in any advertisement is true. So the onus of proving the claim should be put on the advertiser only," Justice Shah opined.

During the debate, the experts voted for making Advertising Standards Council of India (ASCI) which is a self regulatory voluntary organization of the advertising industry, more effective. It was suggested that it be strengthened with a legislation to add deterrent effect and give more teeth to it, for at present it is just a toothless tiger.

Advocate and chairman of Mumbai Grahak Panchayat, Shirish Deshpande and senior advocate Shyam Diwan said strong laws must be made which benefit even the common man.

Arvind Sharma, vice-chairman ASCI, as well as chairman and CEO, Leo Burnett, South Asia, also making clear and definite laws which can have a universal applicability even after 50 years, as the process of making and amending the laws in time is very lengthy and time consuming in India.

Pankaj Agrawal, additional secretary, ministry of consumer affairs, government of India, said the ASCI which has taken the responsibility of monitoring the contents of the advertisements telecast and published, has proven to be ineffective and needs to be given strong support. A strong legislation would act as a strong backbone and will help to take strict actions against defaulters.