New Delhi: The Ministry of Information and Broadcasting (MIB) has sought a two-week extension from the Supreme Court to complete its affidavit detailing recommendations for implementing the Self Declaration Certificate (SDC) mechanism for advertisements.
The request comes after the apex court on July 9 directed the MIB to submit an affidavit outlining a practical SDC system within three weeks, following concerns raised by industry stakeholders.
The SDC mandate was introduced in May this year in the wake of misleading advertisements by Patanjali. It required all advertisements to carry a self-declaration certificate by June 18, 2024.
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However, industry bodies such as the Indian Society of Advertisers (ISA), Advertising Agencies Association of India (AAAI), Internet and Mobile Association of India (IAMAI), and Association of Radio Operators have expressed concerns over the implementation of the SDC system.
The MIB is reportedly taking into account the feedback from these stakeholders before finalizing its recommendations. The court is expected to hear the MIB’s plea for extension soon.
The SDC system aims to ensure accountability and transparency in advertising, and the court is keen to see a practical mechanism in place that addresses industry concerns.
