New Delhi: The government has decided to set strong rules for the advertisement industry to check on beguiling advertisements that make fake promises and claims to boost their sales.

Advertisements are often found to be making false claims. For example: add inches to your height, offering tips to get fair complexion or reduce obesity.

In a bid to curb such advertisements that unfairly target consumers, the PMO has directed the Consumer Affairs Ministry to prepare a regulatory mechanism within a month.

A decision to this effect was taken at a meeting headed by Principal Secretary in PMO, TKA Nair with the Ministry of Agriculture, Co-operation, Livestock Development and Food and Consumer Affairs.

Food and Consumer Affairs Secretary apprised the officials about the step being initiated by the Ministry and assured that the mechanism would be ready in a month’s time.