{"id":23411,"date":"2012-12-20T16:08:29","date_gmt":"2012-12-20T15:08:29","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=23411"},"modified":"2012-12-20T16:10:47","modified_gmt":"2012-12-20T15:10:47","slug":"jacob-puliyel-advertising-standards-and-vaccine-promotion","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2012\/12\/20\/jacob-puliyel-advertising-standards-and-vaccine-promotion\/","title":{"rendered":"Jacob Puliyel: Advertising standards and vaccine promotion in India"},"content":{"rendered":"<p><a href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/12\/20\/jacob-puliyel-advertising-standards-and-vaccine-promotion\/jacob_puliyel\/\" rel=\"attachment wp-att-23418\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-23418\" alt=\"jacob_puliyel\" src=\"https:\/\/blogs.bmj.com\/bmj\/files\/2012\/12\/jacob_puliyel.jpg\" width=\"160\" height=\"140\" \/><\/a>Until last week few people in India had heard of the existence of the Advertising Standards Council of India (ASCI). Suddenly <a href=\"http:\/\/www.thehindu.com\/todays-paper\/tp-national\/doctors-plaint-helps-to-pull-vaccine-advertisement-off-air\/article4202199.ece\">in the newspapers<\/a> on <a href=\"http:\/\/www.deccanherald.com\/content\/298660\/docs-plaint-stops-vaccine-ad.html\">the 15 December 2012<\/a> the ASCI was prominently featured. The story was about an advertisement for rotavirus vaccine on TV channels in many parts of the country. Set up in 1985 as a self regulatory voluntary organisation of the advertising industry, ASCI\u2019s code in advertising is now part of\u00a0 the &#8220;advertisement code,&#8221; and its violation is now violation of government rules.<!--more--><\/p>\n<p>GlaxoSmithKline Pharmaceuticals have been advertising its rotavirus vaccine directly to the public on TV channels. A public health doctor complained to the ASCI some months back. After deliberating on the complaint, the ASCI\u2019s consumer complaints council concluded that the claim made in the advertisement, \u201cvaccine is the only way to reduce the incidence of infection,\u201d was inadequately substantiated. Further the statement, \u201crotavirus vaccine is the only way to treat rotavirus,\u201d was misleading. Chapter 1.1 of the advertising code says advertisements must be truthful and any claims should be capable of substantiation. According to Clause 1.4, advertisements shall neither distort facts nor mislead the consumer through implications or omissions.<\/p>\n<p>The complainant had pointed out that infection was spread by the ingestion of the virus from contaminated food and water, and good hygiene would help to check the spread of rotavirus. She argued that there were no studies to show that the vaccine was effective in reducing the incidence of diarrhoea or deaths in India. The vaccine was extremely expensive, she said, and the public were being fooled into spending a huge sum on a vaccine that was not proven effective (against the local strains of rotavirus,) hence it had no importance from a public health perspective.<\/p>\n<p>The verdict of the ASCI coincides with the publication of a <a href=\"http:\/\/www.bmj.com\/content\/345\/bmj.e7832\">head<\/a> to <a href=\"http:\/\/www.bmj.com\/content\/345\/bmj.e7818\">head<\/a> debate about rotavirus vaccine in India in the <em>BMJ<\/em> and at least one <a href=\"http:\/\/articles.timesofindia.indiatimes.com\/2012-12-15\/chennai\/35836290_1_rotavirus-vaccine-chicken-pox-vaccine-jacob-m-puliyel\">prominent newspaper<\/a> mentions the <em>BMJ<\/em> article in the context of the newspaper report of the ASCI decision.<\/p>\n<p><em><strong>Jacob Puliyel<\/strong> is a pediatrician and head of department at\u00a0St Stephen\u2019s Hospital in Delhi<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Until last week few people in India had heard of the existence of the Advertising Standards Council of India (ASCI). Suddenly in the newspapers on the 15 December 2012 the [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/12\/20\/jacob-puliyel-advertising-standards-and-vaccine-promotion\/\">More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[447],"tags":[],"class_list":["post-23411","post","type-post","status-publish","format-standard","hentry","category-india"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jacob Puliyel: Advertising standards and vaccine promotion in India - The BMJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/12\/20\/jacob-puliyel-advertising-standards-and-vaccine-promotion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jacob Puliyel: Advertising standards and vaccine promotion in India - The BMJ\" \/>\n<meta property=\"og:description\" content=\"Until last week few people in India had heard of the existence of the Advertising Standards Council of India (ASCI). 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