Ad watchdog Advertising Standards Council of India (ASCI) is gearing up for a technology-led overhaul as it marks its 40th year. Its new chairman Sudhanshu Vats, who is also managing director at Pidilite Industries, said the self-regulatory body must become future-ready to deal with challenges arising from digital and AI-generated advertising.
Vats calls this vision AI for ASCI, a plan to use artificial intelligence to make self-regulation sharper and faster. "We will have to use AI to tackle AI in advertising," he said.
He said ASCI's strategy will focus on three pillars: education, thought leadership and technology. Looking ahead, Vats said ASCI will work closely with technology companies to build AI and machine learning tools for ad monitoring.
Vats said deepfakes pose one of the biggest risks to advertising credibility, especially in influencer marketing and endorsements. "It's becoming very difficult to figure out what's real and what's not," he said. ASCI plans to adopt a hybrid technology model, with a small in-house capability supported by partnerships with tech firms. "We will have some capability inside but work largely through partnerships," he said.
According to ASCI's latest annual complaints report, 94% of all violations came from digital media, while TV and print were almost fully compliant. While acknowledging challenge of non-compliance in digital advertising, Vats said, "The good news is that Google, Meta and others are ASCI members, some even on our board." He said having them will help it act faster.
ASCI is also engaging with ecommerce and quick commerce platforms to come under the self-regulatory umbrella, which Vats described as emerging platforms given their growing role in influencing consumer choices. ASCI's voluntary compliance rate stands at around 85%, with most cases resolved in the first instance.
The council reviewed 9,599 complaints and examined 7,199 ads in FY25, with offshore betting and real estate among most non-compliant sectors.
Vats said ASCI works closely with the ministry of information and broadcasting, the department of consumer affairs, and MeitY, and that courts have recognised the effectiveness of self-regulation in reducing litigation. "There's clear recognition that first-level self-regulation is a good thing," he said.
ASCI collaborates globally through the International Council for Advertising Self-Regulation (ICAS) to address cross-border and AI-related challenges. Domestically, ASCI has partnered with Maharashtra RERA to improve standards in real estate advertising, and other state regulators are following its model.
He reiterated that ASCI will remain a self-regulatory body, not a regulator. "Our job is to build awareness, strengthen compliance and protect consumer trust in advertising."
Vats calls this vision AI for ASCI, a plan to use artificial intelligence to make self-regulation sharper and faster. "We will have to use AI to tackle AI in advertising," he said.
He said ASCI's strategy will focus on three pillars: education, thought leadership and technology. Looking ahead, Vats said ASCI will work closely with technology companies to build AI and machine learning tools for ad monitoring.
Vats said deepfakes pose one of the biggest risks to advertising credibility, especially in influencer marketing and endorsements. "It's becoming very difficult to figure out what's real and what's not," he said. ASCI plans to adopt a hybrid technology model, with a small in-house capability supported by partnerships with tech firms. "We will have some capability inside but work largely through partnerships," he said.
According to ASCI's latest annual complaints report, 94% of all violations came from digital media, while TV and print were almost fully compliant. While acknowledging challenge of non-compliance in digital advertising, Vats said, "The good news is that Google, Meta and others are ASCI members, some even on our board." He said having them will help it act faster.
ASCI is also engaging with ecommerce and quick commerce platforms to come under the self-regulatory umbrella, which Vats described as emerging platforms given their growing role in influencing consumer choices. ASCI's voluntary compliance rate stands at around 85%, with most cases resolved in the first instance.
The council reviewed 9,599 complaints and examined 7,199 ads in FY25, with offshore betting and real estate among most non-compliant sectors.
Vats said ASCI works closely with the ministry of information and broadcasting, the department of consumer affairs, and MeitY, and that courts have recognised the effectiveness of self-regulation in reducing litigation. "There's clear recognition that first-level self-regulation is a good thing," he said.
ASCI collaborates globally through the International Council for Advertising Self-Regulation (ICAS) to address cross-border and AI-related challenges. Domestically, ASCI has partnered with Maharashtra RERA to improve standards in real estate advertising, and other state regulators are following its model.
He reiterated that ASCI will remain a self-regulatory body, not a regulator. "Our job is to build awareness, strengthen compliance and protect consumer trust in advertising."
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