It will be business as usual, contends key industry players despite the Supreme Court's mandate to advertisers and broadcasters to issue self-declaration certificates with ads from today, June 18 onwards. Despite prevailing confusion, they state there won't be any impact on ads.
Post the self-declaration mandate by SC for advertisers and broadcasters, the industry had expected a halt or a drop in ad spends. Since the SDC mandate wasn’t welcomed very well by the industry players, it was consequential for the advertising business of all mediums to be impacted.
But the collective voice from the industry suggests otherwise. Industry players say that the business will continue as usual with no such impact on ads.
Various stakeholders like The Indian Newspaper Society (INS) and Indian Society of Advertisers (ISA) have approached MIB, demanding additional time until they receive some clarity regarding the procedure.
According to industry experts, big events like the T20 World Cup will ensure that the ads go on. A digital expert said, “I don’t see clients stopping their ads on digital platforms, considering the World Cup is going on. It will disrupt the entire digital media plan if they decide to halt it now.” The person added that instead of stopping advertisements, the agency is working closely alongside advertisers to comply with the mandate. Experts also feel that the true effect of the mandate, on advertising, will be visible at least after a week.
Even on the influencer led digital ads end, exchange4media has learnt that they will also continue as planned. Influencer marketing agency heads shared that brand collaborations are going to work out as they have been. Having said that, one of them mentioned that because the SDC has to be filled out by advertisers or the advertising agencies, the influencer marketing agencies or platforms do not really have a big task here. “We are, however, asking for a copy of the SDC from the brand before we go ahead with the collaboration,” one of them shared.
The head of a leading Hindi news channel is of the opinion that the business has to run as usual as no business can sustain without advertising revenue. There is also not going to be any immediate drop in the volume of ads.
“Earlier, like we used to click a checkbox before uploading a Youtube video to confirm that we are not uploading any harmful or violative content, this mandate will do the same job for the advertising world,” he said. A source from a print publication of a HIndi news daily said since this mandate impacts all industries across print, digital, broadcast and more, it is impossible to halt the business. The ads will keep coming in as usual and the audience will continue to see new ads in their paper. Yes definitely, this will add another step in the process of publishing an ad but wouldn’t halt the ad business for any medium.
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