The service, through TAM division AdEx India, will monitor ads for potential violations of the ASCI’s code relating to unsubstantiated, misleading or false claims about the products or services they are promoting.

NAMS will track around 350 TV and 10,800 newspaper ads each week.

ASCI chairman I. Venkat said: “NAMS is a paradigm shift for self-regulation in Indian advertising and perhaps a benchmark for other countries, as something like this has never been attempted on this scale anywhere in the world.”