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Three advertisements recently observed across television, newspapers, and social media present clear examples of misleading, exaggerated, or deceptive communication and raise questions of media ethics and adherence to the guidelines set by the Advertising Standards Council of India (ASCI). The first advertisement was for a fairness cream that promised visibly lighter skin tone within seven days. The second was for a packaged fruit juice claiming to contain “100% natural fruit” but included fine print revealing added preservatives and sugar. The third was a financial app promotion on social media that offered “guaranteed” returns of 15% per month on investments with no risk mentioned. Each of these advertisements, in their own way, stretches the boundary between persuasion and deception, and their examination through the lens of advertising ethics and ASCI guidelines highlights the need for responsible communication. The fairness cream advertisement presents a highly problematic representation of beauty and misleads consumers by promising unrealistic results. The visual narrative showed a woman facing discrimination in a professional environment until she used the product and became successful after her skin tone became lighter. This approach is ethically questionable because it reinforces colorism and the stereotype that fair skin is necessary for social or professional acceptance. According to ASCI’s guidelines, advertisements must not deride any race, caste, color, or gender and must avoid causing harm to the public interest. Furthermore, ASCI explicitly warns against advertising claims that exploit social fears or insecurities, particularly those relating to complexion. The claim of achieving visible fairness in seven days ____ ________ ___ __________ ____.
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