ASCI tells Airtel to stop airing 'misleading' 4G advertisement

The Advertising Standards Council of India (ASCI) said a Bharti Airtel advertisement promoting its 4G services by promising a "lifetime free mobile connection" was misleading. It asked India's No. 1 phone company to stop airing and printing the commercial by October 7. Airtel said it has asked for areview of the decision and is providing data to back the advertisement.


"The advertisement contravened Chapter 1.4 of the Code," ASCI said in its order, which came in response to a complaint against the advertisement. An Airtel spokesperson said: "We are confident of getting a favourable response from them." The advertisement was launched after Airtel announced nationwide 4G services in August. The advertisement promises: "If your network is faster, we will pay your mobile bills for life."


ASCI's Consumer Complaints Council (CCC) questioned some of the download speeds claimed in the advertisement. The 4G space is seen as the next telecom battleground. In August, Airtel announced plans to complete the rollout of services in 296 towns in all 14 circles where it has 4G airwaves. This was seen as a move to preempt Reliance Jio, which is expected to launch its 4G services by the year-end, apart from launches by rivals Vodafone and Idea Cellular.