New Delhi (PTI): The Advertising Standard Council of India is likely to come up with self-regulatory guidelines for automotive industry to check advertisements showing dangerous and negligent driving by May this year.

The Council has engaged the Society of Indian Automobile Manufacturers (SIAM), which is circulating a draft to automobile companies seeking their suggestions and feedback.

"The draft guidelines are being circulated among the industry members through SIAM and the feedback received from the industry will be presented before the ASCI board for consideration in its meeting to be held in March this year," ASCI Secretary General Alan Collaco told PTI.

He said the final guidelines are expected to be framed by May-June this year, which will be circulated among the ASCI members for self-governance.

The ASCI has been receiving regular complaints from consumers and industry members on advertisements glorifying dangerous and negligent driving and which the Consumer Complaints Council has been trying to address in the past.

"We are receiving a number of complains on dangerous driving shown in ads, especially for the two wheelers. A guideline would help put an end to such commercials being used by the companies to lure customers," Collaco said.

Some of the automotive sector companies which are members of the ASCI are General Motors, Ford India, Hero Honda, Honda Siel, Ceat, MRF, Castrol India, among others.