Aggressive marketing does not always pay. The Advertising Standards Council of India, has upheld CNBC-TV18’s complaints against the advertising campaign released by ET NOW on May 31. Of ET NOW’s claim - “India’s No. 1 Business Channel,” it said this declaration is misleading by omission on the advertiser’s part and contravenes Chapter I.4 of the ASCI Code. It has also upheld complaints about two other claims. It advised ET NOW to withdraw the ads or modify appropriately by 22nd June 2015.