The registration for the Self Declaration Certificate (SDC) commenced on June 18, 2024, with 6,494 entries already recorded as of the time of this report on Press Council of India’s portal.
Despite challenges and concerns raised by stakeholders in the advertising and media industry, there has been an active response since the first day, with an increasing number of entries thereafter, demonstrating a proactive approach by the industry in complying with regulatory requirements.
Various brands and advertising agencies have registered to comply with the new mandate.
Some of the brands that are visible on the portal are Honda Two Wheelers, Federal Bank, Joylukkas, Dainik Bhaskar, Mahindra XUV700 A5 Select, Mario Biscuits, Bank of Baroda, Hindustan Unilever (HUL), Union Bank of India, Hyundai, Dermicool, RummyCircle, Junglee Rummy, Airtel Black, Country Delight Buffalo Milk, ISUZU, Sony LIV, Patanjali Kesh Kanti, Navratna Cool Talc.
Notably, many of these entries primarily include dummy entries.
Details of advertisement to be filled in on the portals include:
1. Product/service being advertised
2. Advertisement Title
3. Brief description of advertisement in approximately 100-200 words, highlighting any specific features or claims made in the advertisement
4. Full script of advertisement (in pdf file)
5. URL of advertisement audio/video for TV/radio/internet advertisement OR PDF of actual advertisement for print/static internet advertisement
6. Proposed date of first broadcast/publishing of advertisement
Documents required before submission of SDC on the Broadcast Seva portal include, letter of authorisation, full script of advertisement, advertisement video/audio file and Central Board of Film Certification (CBFC) certificate of available.
In compliance with the Supreme Court’s Order dated May 7, 2024, requiring all advertisers and advertising agencies to submit a SDC prior to publishing or broadcasting any advertisement, the Ministry of Information and Broadcasting (MIB) has instituted a mandatory requirement.
This directive has led to the introduction of a new feature on the Broadcast Seva Portal for TV and Radio Advertisements, and on the Press Council of India’s portal for Print and Digital/Internet Advertisements. The certificate, which must be signed by an authorised representative of the advertiser or advertising agency, is now required to be submitted through these respective portals.
Effective from June 18, 2024, the SDC must be obtained by all advertisers and advertising agencies for every new advertisement issued, telecast, aired, or published. This certificate is mandatory for all advertising agencies and advertisers publishing advertisements.
