Mumbai: The Advertising Standards Council of India (ASCI) has released its latest report, ‘The Heat Is On: ASCI Review of Summer Advertising Claims’, revealing that nearly 98% of the summer advertisements it examined between April and June 2026 required modification or corrective action for making unsubstantiated or misleading claims.
The report reviewed 40 advertisements across categories including personal care, cooling appliances, air purifiers, sunscreens, wearables and travel-related products. Of these, 39 advertisements required intervention. While 21 advertisements were modified or withdrawn voluntarily by advertisers without contest, 18 were found to be in violation of the ASCI Code by the Consumer Complaints Council. Only one advertisement was able to substantiate its claims and was not found in breach.
According to the report, advertisements for sun protection and tan-removal products emerged as the largest violative category, followed by home appliances and furnishings marketed around cooling, air purification and indoor comfort.
ASCI also highlighted growing concerns over instant beauty transformation claims, with several advertisements promising results such as “De-tan and Glow in 30 Seconds”, “Visible Difference in 5 Days” and “Remove Stubborn Tan in 2 Minutes” without adequate scientific evidence. Advertisers unable to substantiate such claims were directed to modify or withdraw their advertisements.
The report identified advertising of skin-brightening and tan-removal products for babies and children as an area of particular concern. Fourteen advertisements in this category were found to reinforce harmful colour-based stereotypes by appealing to parental anxieties around tanning and complexion.
The regulator further noted an increasing trend of products such as sunscreen jackets, cooling apparel, air-conditioners and air purifiers being positioned as health and protection solutions through claims relating to UV protection and defence against pollutants, allergens and bacteria, many of which lacked sufficient scientific substantiation.
Across categories, ASCI observed several recurring issues, including advertisements going live without supporting evidence, failure by advertisers to respond to requests for substantiation, weak support for leadership and technical performance claims, and inadequate due diligence by celebrities and influencers endorsing products.
Commenting on the findings, Manisha Kapoor, CEO and Secretary General, ASCI, said, “Summer advertising often responds to seasonal consumer needs, whether it’s staying cool, protecting against the sun or achieving quick skincare results. While innovation is welcome, the claims made must be supported by credible evidence. Our review found that many advertisements relied on broad or exaggerated claims that could not be substantiated, while some reinforced harmful stereotypes. Responsible advertising helps consumers make informed choices and builds lasting trust in brands.”
The report underscores the growing importance of scientific substantiation and responsible advertising practices as brands increasingly compete through seasonal and performance-driven claims, while emphasising the need to safeguard consumer trust and prevent misleading communication.
