Fulfilling self-declaration mandate: Is AI-powered automation the answer?

The Supreme Court of India has issued a new directive requiring self-declaration certificates for all advertisements released after June 18, 2024. This mandate aims to ensure that advertising content is free from misleading claims. The directive exempts existing advertisements from the self-declaration requirement, applying only to new ads. Failure to comply could result in legal repercussions.

Following this, agencies have been busy complying with the Supreme Court directive, which has not been without some challenges. The most heard complaint is how time-consuming the whole process is, so much so that there has been a slowdown in the release of new ads.

Keeping in mind the challenges faced, now companies are coming forward with AI-powered solutions to empower advertisers to effortlessly meet the Supreme Court’s ad self-declaration mandate through automated compliance checks.

mFilterIt has TickR, an AI-powered solution, which simplifies creative compliance by offering automated checks for adherence to various guidelines, including those set by the Advertising Standards Council of India (ASCI), the Ministry of Home Affairs, the Surveyor General of India, brand-specific guidelines, and advertising platform best practices.

TickR automates compliance monitoring, ensuring all ads are reviewed within minutes. This saves advertisers valuable time and resources while guaranteeing adherence to best practices, ultimately leading to higher returns on investment (ROI).

“This new mandate underscores the importance of transparency and responsible advertising practices,” said Amit Relan, CEO & Co-founder of mFilterIt. He further added, “Advertisers who fail to comply risk legal repercussions and damage to their brand reputation. mFilterIt goes beyond regulatory compliance by offering influencer monitoring. This feature helps identify potential digital advertising and brand guideline violations like ad disclosure mention, etc.”

By leveraging TickR, advertisers can safeguard their brand reputation, optimize creative performance for better results, and avoid legal implications from non-compliance. Furthermore, TickR streamlines and automates the ad creative compliance checking process before rollout and makes the self-declaration certificate submission process seamless with help build trust and transparency in advertising ecosystem.

Meanwhile, Social Pill, through its AI-forward stance, has developed a custom GPTthath will help advertisers cut their time of submitting the self-declaration form to about 3 minutes or less from the traditional 10 to 15 minutes for every single advertisement.

Under this, the advertiser needs to upload the ad creative to the GPT and the tool will automatically read the creative and furnish the information that needs to be filled in with regards to the ads.

Neelesh R Pednekar, Co-Founder & Head to Digital Media, said, “We anticipated the ambiguity and chaos that could come along with the implementation of the self-declaration form and started working towards building the custom GPT. We have always leveraged technology to make things simpler and easier. This tool will cut down the burden on the executives who are managing the campaigns by reducing their time to fill in the self declaration forms.”