ASCI had issued disclaimer guidelines in 2016. Disclaimers are used to support, limit or explain claims made in advertisements. A disclaimer can expand, clarify a claim, make qualifications. However it should not contradict or modify the material claim made. It should not try to suppress material information with respect to the claim, the omission or absence of which is likely to make the ad deceptive. A disclaimer should not attempt to correct a misleading claim made in the an ad.

ASCI has now come with new guidelines. It says that the use of disclaimers should be kept to a minimum. It further says in video ads, disclaimers should be clearly readable to consumers. It also says in a single frame, there should not be more than one disclaimer.

ASCI wants that when a disclaimer exceeds two lines, additional hold duration should be accounted for. Hold duration is the time for the ad to remain in the frame. Hold duration requirement is in favour of broadcasters, but may prove costly for the advertisers as hold duration for more than four seconds would be heavy on their pockets.

As far as possible, advertisements must be so designed that minimises the need for qualifying disclaimers.