ASCI flags 98% ads as misleading in 2024 review

In a detailed review carried out by the Advertising Standards Council of India (ASCI) between April and September 2024, 98% of the ads examined were found to be misleading, and needing modification.

The council reviewed 4,016 complaints and investigated 3,031 ads. Of this, a total of 2,830 ads, nearly 93%, were those released on digital platforms by various brands and advertising agencies. Of the total number of ads investigated, nearly 2,087 ads were found to be in violation of the law.

Many of these misleading and illegal advertisements were from the real estate and offshore betting sectors. Accordingly, the council has reported 1,027 ads to the Maharashtra Real Estate Regulatory Authority (MahaRERA) under its MoU with MahaRERA.

Similarly, 890 ads that promote illegal betting have been reported to the Ministry of Information and Broadcasting (MIB). Four cases of deepfakes have also been reported to MIB. Nearly 156 ads found to be violating the Drugs and Magic Remedies (DMR) Act have been referred to the Ministry of Ayush, with 10 of these directly promoting liquor.

Of the 890 ads flagged for illegal betting, 831 were Instagram posts, which were in the form of tickers and tags displayed on fan and community pages. These tickets/tags directed users to offshore betting platforms. ASCI also spotted 50 websites and social media pages and nine influencer posts that promoted illegal betting apps and platforms.

Greenwashing, too, seems to have emerged as another disturbing trend. As many as 99 of 100 ads reviewed were found to be making misleading green claims. Of this, 28% of the cases were referred to MIB for non-compliance with ASCI's Code and potentially violating the recent guidelines released by the Central Consumer Protection Authority.

For advertisers volunteering to resolve complaints without contest, ASCI reduced its average turnaround time from 30 to 18 days. The reduction in time window has resulted in speedier corrections, allowing ASCI to focus on higher-order violations.

ASCI's CEO Manisha Kapoor said, "Our work in partnership with government regulators in sectors such as betting and realty is creating an impact. While there is a long way to go, such partnerships are able to create an impetus for better oversight."