What builds a newspaper’s reputation for reliability? It is credibility of news reports carried in its pages for its readers. This depends on the source – frequently its own reporter’s coverage or reliable outside sources like PTI and Reuters. Such external dependability cannot be expected by the newspapers’ publishers from the multitude of advertisers in their pages. After all, these are businesses promoting some product, service, show or other created item, the inside story of which is known only to the manufacturer.

In the case of an erroneous news report, the management can face serious legal consequences. Similarly, in the case of a flaw in what has been advertised, the responsibility is the advertiser’s. It is for this reason, for safety’s sake, newspapers demand specific supporting documents before accepting certain kinds of advertisements in their pages. In short, such documents are a newspaper’s safeguard against any fraudulent advertisement. Seen another way, such documents also build the credibility of the advertiser.

An overview:

Obituary Ads – A death certificate or doctor’s note is obligatory for publishing this ad. The doctor’s note must be on his or her letterhead and mention the name of the deceased and cause of death.

Change of Name Ads – Before publication of such an ad, a notarised affidavit must be handed over to the newspaper’s agent. A copy of the ad approved and signed by a gazetted officer is also acceptable. Newspapers like DNA and Midday accept only government gazette approved copy. Such a document must not be over six months old.

Public Notice Ads – Usually required in such ads are details supporting the notice on a practising lawyer’s letterhead, which convey the reason for publishing the ad. The lawyer’s registration number with his or her signature and seal must be on the supporting document.

Lost & Found Ads – To publish su8ch an ad an FIR copy or copy of General Diary Entry at the appropriate police station A notarised affidavit will also serve the same purpose.

Situation Abroad Ads – For this ad is a declaration in a standard company letterhead stating the number of vacancies available in the organization and that the organization needs to advertise for these in a particular newspaper. Some publications also need an embassy clearance certificate. The advertiser must provide a clearance note from the embassy of the country in which the vacancy is available.

Marriage Notice Ads – These ads just need a copy of an application for marriage notice as supporting document.

Medical purpose Ads – Various medical ads like kidney donor or egg donor ads require letter of authorization from registered hospitals or doctors. These documents should be duly signed and sealed by the relevant authorities.

Other Document Ads – Apart from the above, there are some special requirements of documents, which are specific to certain newspapers. For instance, Amar Ujala requires a copy of a photo ID proof for publishing any Property and Business ad. Often, some publications ask for photo ID proof for loan- or finance-related business ads.

Clearly, the purpose behind such documentation is to confirm to the customer that what is in the ad is authentic and that the contact details and the claims made in the ad matter are genuine and supported by facts.

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