MUMBAI: The ASCIonline mobile app, in just two months of launch, has seen a boost in the number of complaints received. Complaints through the mobile app, now contribute to almost 15 per cent of the total number of complaints received by the Advertising Standards Council of India (ASCI).

The app has surpassed 1000 downloads within just two months since its launch on 17 June, 2015. 

ASCIonline mobile app facilitates convenient filing of complaints against misleading advertisements. The app has received a 4.0 /5 star rating by users and some positive feedback.

ASCI chairman Narendra Ambwani said, “ASCI’s priority for the year was improving its reach to    provide a super-fast and convenient access for consumers to lodge complaints and to increase ASCI’s reach across India trickling down to smaller towns.”   

While the web-based online complaint registration system has been functional for over three years, the mobile app has broken the “reach” barrier. With the dramatic and ever growing increase in smartphone penetration and its use for various transactions, the mobile app has been a great enabler for end consumers. Analysis of complaints received via mobile app is the real “proof of the pudding.”

“We have received complaints from more than 15 different states and cities like Darjeeling, Thiruwallur, Almora, Bikaner, Jalandhar, Hingoli etc. Not only that, consumers have complained against advertisements from a wide range of sectors such as education, FMCG, healthcare, telecom, e-commerce, durables, automotive, food and beverages, and across media beyond  print and TV, such as website, radio, SMS, emailers, promotional materials, product packaging and app ads,” informed Ambwani.

For promoting the mobile app, ASCI coined the “SnapItandAppIt” tagline as the app allows one to take a picture of the objectionable ad and send it through the app to ASCI. Social media is being leveraged to create awareness. Prasar Bharati also took note of this mobile app and actively supported this by tweeting about the app. Even industry stalwarts and twitteratis like Google MD Rajan Anandan, RK Swamy BBDO MD SK Swamy, Intradia head catalyst Sanjeev Kotnala, Provacateur director Paritosh Joshi created a buzz, causing a ripple effect.

With ASCIonline app, the body has engaged thousands of ASCI ambassadors who are ASCI’s eyes and ears and would put a check on erring advertisers and push for “Responsible Advertising.”