ASCI’s Annual Complaints Report highlights offshore betting ads as one of the major violators

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The Advertising Standards Council of India (ASCI) has released its Annual Complaints Report for the fiscal year 2023-24, shedding light on significant concerns within the advertising industry. The report analyzed 10,093 complaints and investigated 8,299 advertisements, with 94% of these ads identified through ASCI’s proactive monitoring efforts.

The report highlights a concerning trend in the prevalence of objectionable ads on digital platforms, which accounted for 85% of the violations. This continues to raise alarms about online safety, as digital ads had a lower compliance rate of 75% compared to 97% for print and television. ASCI’s findings suggest that advertisers are struggling to adhere to regulations in the rapidly evolving digital space.

Illegal offshore betting ads have become one of the most problematic categories, ranking second with 17%. Other significant violative categories included health, personal care, conventional education, food and beverage, and realty. 

The report also highlighted the pervasive issue of influencer violations, which accounted for 21% of all cases. Celebrities were not exempt from scrutiny, as 101 ads featuring celebrities were found to be in violation of the ASCI code.

ASCI’s proactive measures revealed that 49% of the advertisements were not contested by advertisers, and a substantial 98% required modifications due to code violations. In the betting category, 1,311 ads were flagged for further action by authorities.

In response to these alarming statistics, ASCI has launched a Responsible Advertising Course through its ASCI Academy. This certification program aims to educate students and professionals on ethical advertising standards, compliance with ASCI regulations, and reducing objectionable content. Saugata Gupta, Chairman of ASCI, emphasized the organization’s commitment to addressing the challenges posed by digital media. “With the rise of digital media, ASCI continues to invest in technology to tackle the challenges of objectionable advertising. We aim to work with all stakeholders to promote ethical advertising and maintain consumer trust,” he said.

Manisha Kapoor, CEO and Secretary General of ASCI, echoed these sentiments, noting the particularly challenging nature of the past year. “This year has been particularly challenging, but ASCI’s focus on digital advertising is crucial. We have reported 3,200 ads to various regulators for legal violations. Our new e-learning courses on Responsible Advertising and Influencing are vital steps toward creating a more informed and compliant advertising industry,” she stated.

ASCI’s proactive measures and educational initiatives highlight its commitment to protecting consumers from misleading and harmful advertisements in an increasingly digital landscape. The organization aims to collaborate with advertisers, platforms, and regulators to ensure higher standards of advertising ethics and compliance, ultimately safeguarding consumer interests.

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