Ministry of AYUSH and Advertising Standards Council of India -ASCI today signed a MoU to co-regulate misleading advertisements in the AYUSH sector. <br/><br/>Speaking on the occasion, AYUSH Secretary Ajit M. Sharan said the MoU will also ensure that any advertisement making false claims for diseases and disorders, in violation of the existing regulations, is immediately brought to attention of the Ministry. <br/><br/>He said presently there is unbridled marketing of Ayush (Ayurvedic, Unani, Siddha, naturopathy and homeopathy) drugs across media platforms, including print and television channels. <br/><br/>Mr. Sharan said it is yet another important step taken by his ministry to ensure that Indian consumers have access to safe and effective medicines. <br/><br/>AIR correspondent reports, ASCI has been given a self-monitoring mandate by the AYUSH Ministry to identify potentially misleading advertisement in the sector and process complaints through its Consumer Complaints Council. <br/><br/>At present, there is no mechanism in place to penalise companies and individuals selling Ayush products on the basis of false and unsubstantiated claims. <br/><br/>