As per the Supreme Court (SC) directive, no advertisement will be permitted to run on television, print media, or the internet without a valid SDC. 

• SDC, signed by an authorized representative of the advertiser/advertising agency, needs to be submitted through these portals.
  • Broadcast Seva Portal for TV and Radio Advertisements.
  • The Press Council of India's portal for print and digital/internet advertisements.
• SDC will certify that the advertisement:
  • Does not contain misleading claims.
  • Complies with all relevant regulatory guidelines, including:
    • Those stipulated in Cable Television Networks Rules, 1994.
    • The Norms of Journalistic Conduct of the Press Council of India. 

Significance of the step

• Ensure transparency and accountability:  By preventing misleading advertisements being published with no accountability on the part of the manufacturers, promoters and advertisers.
• Ensure consumer protection: By preventing  violation of the rights of the consumers, unfair trade practices and false advertisements which are prejudicial to the interest of the public.
• Ensure better implementation of Legislations and Rules: Like complaints registered under Guidelines for Prevention of Misleading Advertisements and Endorsements of Misleading Advertisements, 2022.