In May, Modi and Gap leader Surya Thapar joined forces to condemn gadgets that are ‘not fit for purpose’ in India.
Modi and Swaraj had been discussing the issues related to advertisements and digital content.
“Advertiser groups are coming out with advertiser standards for digital content,” Modi said.
“They should make it mandatory.
They have to do it.
They should also make them fit for purpose.
It has to be fit for purpose.
So there is no doubt that they are not fit for purpose.”
Modi’s comments were a clear signal to advertisers that the campaign was not truly about the digital ads and content that he was targeting.
“I have never said it was a digital ad campaign,” he added.
“The focus was on digital content.”
Modis remarks raised questions over whether the government would keep a lid on adverts on mobile phones and TV sets that were being sold online, and in the offline market.
The government is keeping an eye on the internet ad market in India, with the prime minister attacking Google for releasing the ads from Google India and Facebook for being in violation of the Internet Advertising Policy.
Modis statement on ads in the offline market did not admit that India is an online market.
The president said “There are a lot of ads online that are not fit for purpose for us, in fact, there are some that are not fit.”
Modys statement on ads on mobile phones in India said that the government was monitoring the online market closely.
According to the India’s largest advertising agency, ADC, the government has seen a “sharp increase in online adverts” in recent months.
Advertising industry researchers have warned that these ads could lead to a big decline in the ad buying on smartphones and TV sets.
In an update published today, the ad industrys top ad agency said “the government is monitoring the market closely, and we are seeing an increase in online advertising that may be unfit as per the Digital Ad Campaign Policy”.
The government had warned last month that it would review advertising rules in light of online advertising’s growing impact on advertising revenues.
In the update, the government also said it would be considering adoption of more digital advertising guidelines.
A government minister also admitted that the government was not satisfied with the finance package that the advertising industries had agreed to with Modi in May.
However, the minister added that “we have seen adverts that are adverts that don’t fit” for use.
Modis statement on ads on TV sets also raised questions over how many advertises are being sold on TV.
While India is leading the world in adverting and digital advertising spending and ad revenue, it is not the only country where the country is making gains in advertising.
More than 80% of India’s advertising revenue comes from TV adverts and internet adverts.