Mumbai: The Advertising Standards Council of India (ASCI) has introduced the ASCI Commitment Seal, a new visual identifier that allows member organisations to publicly demonstrate their pledge to uphold the highest standards of transparency, fairness, and authenticity in advertising.
The seal may be displayed by brands across websites, digital platforms, marketing collaterals, and advertising campaigns, offering consumers a clear indication of a brand’s commitment to honest and accountable communication.
Designed to reinforce trust in the advertising ecosystem, the seal highlights the industry’s adoption of self-regulation as a tool for promoting ethical practices. As more ASCI members showcase the emblem across their communication touchpoints, the initiative is expected to encourage wider adoption among advertisers, strengthening consumer confidence in responsible advertising.
ASCI clarified that the seal does not serve as an endorsement of any specific advertisement, digital property, or collateral. Instead, it indicates that the member organisation has pledged to follow responsible advertising practices and resolve consumer issues, if any, through ASCI’s independent and well-established grievance redressal mechanism.
Manisha Kapoor, CEO and Secretary General, ASCI, said, “The ASCI Commitment Seal is a carefully crafted mark of commitment to responsible advertising and building consumer trust. When consumers see this seal on any piece of advertising, they can be assured that the organization believes in creating responsible advertising and would be responsive to a fair resolution to issues consumers may find with their ads.
By displaying it on their websites, or their communication, members can now visibly demonstrate their commitment to a responsible advertising ecosystem and a willingness to have their ads and claims scrutinised by ASCI’s independent resolution mechanisms. In an environment where misinformation and misleading ads have become rampant, we believe this Commitment Seal builds a meaningful trust-bridge between consumers and brands committed to responsible advertising.”
The introduction of the ASCI Commitment Seal marks a significant step in strengthening industry-wide accountability and fostering transparent communication between advertisers and consumers. ASCI aims to expand participation and increase awareness around responsible advertising practices as the initiative rolls out across the sector.
