The article 'Law and Advertisement in India' provides an overview of the key laws and regulations that impact advertising in India.

The article 'Law and Advertisement in India' by Apurva Neel provides an overview of the key laws and regulations that impact advertising in India. India has a comprehensive legal framework that governs advertising practices, ensuring fair competition, preventing misleading claims, and safeguarding consumers' rights.

A Brief Introduction: Law and Advertisement

In India, the fields of law and advertising play crucial roles in shaping various aspects of society, commerce, and communication. Law serves as the foundation for regulating and maintaining order in advertising practices, ensuring ethical standards, consumer protection, and fair competition. Advertising, on the other hand, serves as a powerful tool for businesses to promote their products and services, communicate with consumers, and influence purchasing decisions.

Through legislation, regulations, and self-regulatory bodies, the Indian legal system aims to ensure that advertising practices are truthful and ethical and protect the interests of consumers. Advertisers and businesses must navigate these legal frameworks to create impactful campaigns while staying compliant with the applicable laws and guidelines.

Advertising and Indian Constitution

Advertising in India is governed by various laws and regulations, including provisions under the Indian Constitution. While the Constitution does not explicitly mention advertising, certain provisions indirectly impact the regulation and functioning of advertising in the country. Here are some relevant constitutional provisions and their implications:

Freedom of Speech and Expression: Article 19(1)(a) of the Indian Constitution guarantees the fundamental right to freedom of speech and expression. Advertising is considered a form of commercial speech and is generally protected under this provision. However, this right is subject to reasonable restrictions imposed in the interest of public order, decency, and morality, or in relation to defamation, incitement to an offence, etc.

Right to Information: The right to information is derived from Article 19(1)(a) and Article 21 (Right to Life and Personal Liberty) of the Constitution. Advertising plays a role in disseminating information to the public, enabling consumers to make informed choices. However, advertising should be accurate, truthful, and not misleading to ensure that the right to information is upheld.

Directive Principles of State Policy: The Directive Principles of State Policy (Part IV) provide guiding principles to the State in policymaking. While these principles are not enforceable by courts, they influence legislation and policy formulation. Article 47 directs the State to raise the level of nutrition and standard of living, and to improve public health. This indirectly affects advertising related to food, health products, and services, where the State may regulate or impose restrictions to ensure public health and well-being.

Equality and Non-discrimination: Articles 14, 15, and 16 of the Constitution guarantee equality before the law, prohibit discrimination on various grounds, and provide for equal opportunity in public employment. Advertising should adhere to these principles by avoiding content that is discriminatory, promotes stereotypes, or violates the principles of equality.

Laws Related to Advertisements in Operation in India

The Consumer Protection Act, 2019: This Act aims to protect consumers' interests and prevent unfair trade practices. It prohibits misleading advertisements, false representations, and unfair trade practices that may deceive or harm consumers.

The Cable Television Networks (Regulation) Act, 1995: This Act governs the operation of cable television networks in India. It prohibits the transmission of advertisements that are obscene, defamatory, or against public interest. The act also mandates that advertisements must be in compliance with the advertising code prescribed by the central government.

The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954: This Act regulates advertisements related to drugs, remedies, and magical cures. It prohibits misleading advertisements that make false claims about the efficacy of drugs or remedies for the treatment of certain diseases or disorders.

The Trademarks Act, 1999: The Trademarks Act protects the rights of trademark owners and prevents the unauthorized use of trademarks in advertisements. Advertisements should not infringe upon registered trademarks or create confusion among consumers regarding the source of goods or services.

The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021: These rules regulate digital media and online platforms, including social media platforms, streaming services, and news portals. The rules impose certain obligations on intermediaries and digital media entities, including guidelines for advertising content.

Competition Act 2002: Competition Act 2000 defines unfair trade practice to cover several acts aimed at promoting the sale, use or supply of any good, or the provision of any services which cause loss or injury to the consumers of those goods and services. Disobedience to Act has made punishable with imprisonment for a term which may extend to ten thousand rupees or both.

The Indecent Representation of Women (Prohibition) Act, 1986: The Indecent Representation of Women (Prohibition) Act, 1986 is an Indian legislation enacted to prohibit the indecent representation of women in various forms of media, including advertisements, publications, writings, paintings, figures, or in any other manner. The act aims to prevent the portrayal of women in a derogatory or demeaning manner, which may be likely to deprave, corrupt, or injure public morality

The Advertising Standards Council of India (ASCI) is a self-regulatory organization that promotes responsible advertising. It has a code of self-regulation and guidelines that advertisers are encouraged to follow. ASCI addresses complaints regarding misleading advertisements and takes action against violators.


Overall, while the Indian legal system provides a framework to govern advertising practices, it is an ongoing process with new challenges arising as technology and consumer behaviour continue to evolve. Adhering to ethical advertising practices and staying updated with the legal requirements will help create a fair and transparent advertising environment in India.


[1] Indian Constitution, 1950

[2] Consumer Protection Act, 2019

[3] The Cable Television Networks (Regulation) Act, 1995

[4] The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954

[5] Trademarks Act, 1999

[6] The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021

[7] Competition Act 2000

[8] The Indecent Representation of Women (Prohibition) Act, 1986

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Apurva Neel

Apurva Neel

Apurva is a Research Associate and Editor at Legal Bites with an LL.M. specialization in Corporate and Commercial Laws from Amity University, Mumbai. She has put her best efforts into presenting socio-legal aspects of society through various seminars, conferences etc.

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