Mumbai: The Advertising Standards Council of India (ASCI) has released its Annual Complaints Report for FY 2024–25, flagging offshore betting and realty as the two most violative sectors in Indian advertising. The report reveals a sharp 83.5% year-on-year increase in consumer-flagged advertisements, underscoring rising public vigilance.
ASCI processed 9,599 complaints and examined 7,199 ads over the year, with a staggering 98% requiring modification. Offshore betting alone accounted for 43% of violations, followed by real estate (24.9%), personal care (5.7%), healthcare (5.23%), and food & beverages (4.69%). Influencer violations represented 14% of the cases.
Significantly, 3,347 ads fell into categories legally prohibited from advertising in India. These included 3,081 ads from illegal offshore betting platforms, 318 of which were influencer posts, along with content potentially violating the Drugs and Magic Remedies Act (233 ads), alcohol promotions (21 ads), and unauthorised forex trading apps (12 ads).
Digital platforms continued to dominate violations, accounting for 94.4% of flagged ads, while television and print made up just 2.6% and 2.4% respectively. LinkedIn emerged as a new frontier, with 121 influencer violations tied to undisclosed paid partnerships, prompting ASCI to issue a dedicated advisory to the platform.
Despite the surge in complaints, ASCI reported an average complaint turnaround time of just 16 days, marking a 46% improvement over last year. This was attributed to quicker advertiser responses—59% of violators modified or withdrew their ads upon initial notice—and streamlined internal processes.
Manisha Kapoor, CEO & Secretary General, ASCI, said, “Our expanded focus on offshore betting and real estate is reflective of our commitment to protecting consumer interests in high-risk categories.”
Partha Sinha, Chairman, ASCI, added, “In the chaos of the digital bazaar, our job is to keep one stall honest. We’re not here to police creativity, but to make sure the consumer isn’t the punchline.”
Overall compliance stood strong at 83%, with TV and print sectors showing near-perfect adherence at 98%.
The report underscores ASCI’s evolving role in India’s dynamic advertising ecosystem, balancing consumer protection with creative freedom in a rapidly digitizing landscape.
