Grievance Against Misleading Advertisements (GAMA)

The Department of Consumer Affairs has launched a portal-Grievance Against Misleading Advertisements (GAMA), to enable consumers to register their grievances against misleading advertisements.

In simple terms any advertisement that gives false information, making false claims or contravening any other provision of the advertising code can be termed as a misleading advertisement.

The Department of Consumer Affairs (DoCA) is one of the two Departments under the Ministry of Consumer Affairs, Food & Public Distribution. The mandate of the Department is consumer advocacy.

Tackling Unfair Trade Practices and Misleading Advertisements requires mobilization of all agencies viz. State Governments, Voluntary Consumer Organizations (VCOs), Advertising Standards Council of India (ASCI), Indian Institute of Public Administration (IIPA) and various Regulators of the Central Government.

The focus will be on Six Key Sectors viz. Food & Agriculture, Health, Education, Real Estate, Transport and Financial Services. Regulators for each of these sectors will be key partners in the success of the effort to prevent the problem.

One can complaint advertisements appearing in News Papers, hoardings, handbills, wall writing as well as advertisements in the electronic media such as TV channels, radio channels, internet sites etc. are some examples.

Complaints received so far in 2017 - 3302, in 2018 - 4025, & in 2019 - 4416.

The Advertising Standards Council of India (ASCI), a voluntary self-regulatory organization, looks into complaints across all media.

The Consumer Protection Act, 2019 provides for establishment of a Central Consumer Protection Authority (CCPA) to regulate matters relating to violation of rights of consumers, unfair trade practices and false or misleading advertisements which are prejudicial to the interests of public and consumers and to promote, protect and enforce the rights of consumers as a class.

(The author is a trainer for Civil Services aspirants. The views expressed here are personal.)