Mumbai: The Advertising Standards Council of India (ASCI) has recorded its highest-ever voluntary compliance rate of 99.7% in the first quarter of FY2026-27, underscoring a growing industry-wide commitment to responsible advertising and self-regulation.
The near-perfect compliance rate marks a significant improvement from the 86% voluntary compliance recorded in FY2025-26 and 83% in FY2024-25, highlighting increasing acceptance of ASCI’s recommendations across advertisers, agencies, influencers and digital platforms.
During the quarter, ASCI processed 1,616 cases involving 1,089 advertisements across sectors. Of these, 179 advertisements involved influencer marketing, reflecting the self-regulatory body’s continued focus on the rapidly expanding digital advertising ecosystem.
The achievement is particularly notable given the fragmented and fast-evolving nature of digital advertising, where multiple platforms, formats and participants have traditionally made consistent compliance challenging. According to ASCI, the latest figures indicate that marketers—ranging from large established brands to smaller businesses and individual influencers—are increasingly modifying or withdrawing advertisements in line with its recommendations.
While voluntary compliance in traditional media such as print and television has historically remained high, reaching 97% in FY2025-26, digital advertising has been a greater area of concern. The near-parity achieved this quarter signals a significant shift towards responsible advertising practices across digital channels.
ASCI said the results reinforce the effectiveness of India’s self-regulatory framework in balancing consumer protection with responsible business growth. The organisation added that the trend reflects growing recognition within the industry that consumer trust has become a business imperative rather than merely a compliance requirement.
Commenting on the development, Manisha Kapoor, CEO and Secretary General, ASCI, said, “A voluntary compliance rate of 99.7% is a strong indicator of the industry’s commitment to responsible advertising and the effectiveness of India’s self-regulatory model. Advertisers are increasingly recognising that consumer trust is earned through truthful and transparent communication. It is a testament to the collaborative efforts of advertisers, agencies, influencers, platforms, regulators and ASCI. As advertising continues to evolve, particularly in digital spaces, ASCI will remain committed to supporting innovation while ensuring that consumer interests remain at the heart of every communication. We must acknowledge the hard work put in by the Consumer Complaints Council (CCC), the independent jury which comprises both industry and civil society members (in majority), as well as our numerous technical experts who provide their valuable time and inputs in keeping consumer trust at the centre of ASCI’s work.”
