Problematic online ads and influencers violating guidelines are major concerns

Advertising Standards Council of India (ASCI) received 4,500 complaints about Indian ad violations between April and September, with the healthcare sector identified as a major contributor. The gaming industry outranked education as the most violative sector, according to ASCI.

Complaints surged 34% in April to September 2023 compared to the previous year, with 4,491 complaints received ASCI. The organization reviewed 27% more ads, identifying 564 potential legal violations, a 22% increase from the past.

Digital media dominated violations, accounting for 79% of reported complaints, whereas print and television constituted 17% and 3% of the infringements, respectively. Consumer complaints made up 21.3% of the total processed complaints, with ASCI proactively initiating 75.4% of the complaints.

The prevalence of problematic advertisements was evident in digital ads, with 79% of violations originating from online platforms. Interestingly, influencers were linked to 22% of the flagged ads, with 99.4% of these influencer-associated ads breaching established guidelines.

The healthcare sector contributed significantly to non-compliant ads, constituting 21% of the processed advertisements. Furthermore, real money gaming topped the non-compliance list in ASCI’s 2022-23 report.

In an encouraging trend, ASCI reported an impressive 92% compliance with its recommendations, indicating an increased inclination among influencers towards aligning with advertising standards. Nonetheless, the organization intensified its regulatory measures, ensuring that 98% of processed ads required some level of modification to align with established standards.

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