The World: Mumbai - Indian government department adopts ASCI code

India's Ministry of Information and Broadcasting has adopted the Advertising Standards Council of India's self-regulatory code for TV advertising.

The ASCI's code was previously a voluntary guideline, but this decision gives the code legal backing. It leaves advertisers with no choice but to comply.

The ASCI code requires that ads be both truthful and fair to consumers and competitors.

Any ad seen to be contravening the code will be banned from Indian TV.