MUMBAI: As 2025 draws to a close Manisha Kapoor, CEO & Secretary General, The Advertising Standards Council of India speaks about what the organisation did during the year. She has also outlined what one can expect in 2026.
“2025 has been a transformative year for advertising regulation in India as we navigate the rapid evolution of AI-driven marketing and increasingly complex digital ecosystems. ASCI has responded by significantly strengthening monitoring systems and oversight mechanisms to keep pace with these changes. We’ve expanded our partnerships with digital platforms, enhanced our AI-powered ad scanning capabilities and processed record volumes of complaints while maintaining our commitment to swift resolution.”
She noted that ASCI’s work on regulating betting, gambling and offshore betting advertisements has been particularly crucial, as it has worked closely with stakeholders to protect consumers from misleading claims in this high-risk category.
She added that the influencer marketing space continues to demand attention. “As detailed in our half-yearly complaints report, ASCI conducted its second dipstick study on Forbes India’s Top 100 Digital Stars 2024, who collectively command a following of over 110 million. The study revealed an increase in the number of influencers failing to disclose paid collaborations – 76% vs 69% the previous year. Accordingly, we’ve made considerable progress in ensuring transparency and authenticity in digital endorsements.
“Our Commitment Seal initiative, launched in November, has gained strong traction. The seal is a visual cue certifying members’ pledge to uphold the highest standards of transparency, fairness and authenticity in their advertising. Brands may display the seal on their websites, digital platforms, collaterals and advertising campaigns to convey to consumers their commitment to honest and accountable communication. This is strengthening consumer trust. We’ve also prioritised protecting children, recognising that children deserve special safeguards in today’s media-saturated environment. The AdWise programme for school students aims to cover 1 million children by the end of 2026 across India. This consumer education programme for children is set to improve advertising literacy amongst children from Grades 3 to 8 and has already achieved great results.
“ASCI and the National Law School of India University, through its Chair on Consumer Law and Practice, have established an ‘Ad Regulation Forum’ to serve as a platform for research and policy discussions on advertising and consumer law. The partnership aims to facilitate meaningful dialogue between ASCI members and stakeholder experts on complex topics in advertising regulation, with the goal of balancing innovation in advertising with the imperative of building consumer trust. The outcomes of these dialogues will inform summary and recommendation notes to appropriate authorities.”
Looking ahead to 2026 she said that ASCI will continue to lead the evolution of the Indian advertising industry. “We’re preparing for the next wave of AI applications in advertising, from generative content to targeting algorithms, ensuring that innovation and consumer trust go hand in hand. Our focus will remain proactive regulation, industry collaboration and creating frameworks that protect consumers while allowing creativity and business growth to flourish.”
