The Advertising Standards Council of India (ASCI) has scrutinised 9,841 advertisements for potential violations between April 2025 and March 2026, marking a 37% increase from the previous year. The self-regulatory body has looked into a total of 11,581 cases during the period, reflecting a 21% rise year-on-year.
According to the report, 93% of the ads scrutinised have come through ASCI’s proactive monitoring systems, while 7% have originated from consumer and other complaints. ASCI has stated that 98% of the scrutinised advertisements have required some form of modification.
Digital media has continued to dominate violations, accounting for 97.3% of the ads scrutinised. Of the 9,357 digital ads reviewed, 82% have appeared as sponsored advertisements on social media platforms, while 18% have been published on companies’ own websites and social media accounts.
ASCI has reported an overall voluntary compliance rate of 86%, while television and print advertisements have maintained a 97% compliance rate.
Offshore betting advertisements have emerged as the most violative category, accounting for 6,933 ads flagged during the period. ASCI has stated that these advertisements have been escalated to the Ministry of Information & Broadcasting and the Indian Cyber Crime Coordination Centre (I4C).
The report has noted that offshore betting operators have continued advertising despite the implementation of the Promotion and Regulation of Online Gaming Act (PROGA) in August 2025. ASCI has identified 7,927 offshore betting advertisements between January and December 2025.
The personal care category has recorded 639 processed cases, with 90% of the advertisements requiring modification. ASCI has highlighted recurring violations including exaggerated efficacy claims, unrealistic timelines for visible results, unsubstantiated “natural” and “safe” positioning, and influencer-led amplification of unsupported claims.
The food and beverage sector has remained among the top five violative categories, with 376 cases processed. Nutraceutical products have accounted for 52% of the total cases in the category. ASCI has identified claims related to disease reversal, rapid weight loss, and unsupported wellness benefits as key areas of concern.
Influencer advertising violations have also increased during the year. ASCI has processed 1,609 advertisements linked to influencer violations, with 97.3% requiring modification. More than half of these violations have involved categories where advertising is prohibited by law, including offshore betting and alcohol promotions.
The report has further stated that 869 influencers have been found promoting advertisements prohibited by law, while violations among leading influencers listed in Forbes India Top 100 Digital Stars have risen from 69% in 2024 to 76% in 2025.
In the real estate sector, ASCI has flagged 643 cases for violations related to regulatory disclosures and misleading claims. The body has also reported 274 advertisements under the Drugs and Magic Remedies (Objectionable Advertisements) Act, with a majority linked to claims around sexual enhancement, stamina, and guaranteed cures.
ASCI has concluded that the advertising ecosystem is increasingly being shaped by what it described as a “speed-first, compliance-later” culture, particularly in digital advertising.
“This year’s complaints data is a reflection of an advertising ecosystem that is being reshaped by intense competition, speed and digital amplification. Across categories, we are seeing a growing tendency toward exaggerated claims, manufactured scientific credibility, influencer-led amplification and the normalisation of non-compliance as a post-publication correction exercise.
These patterns are not isolated violations, but structural signals of how advertising is evolving in a high-velocity digital environment. Whether it is impossible efficacy claims or disease-reversal promises or the aggressive proliferation of offshore betting promotions, the risks to consumer trust and safety are becoming more complex and widespread.
At ASCI, we believe the role of self-regulation is not merely to process complaints but to generate intelligence that helps industry, platforms, policymakers and consumers respond to emerging risks effectively.
The report’s findings underline the urgent need for stronger accountability, better substantiation standards, responsible influencer practices and more preventive approaches to governance in digital advertising.
Responsible advertising is ultimately not only about compliance with a code, but also about sustaining consumer trust, the most valuable currency any brand or ecosystem can possess,” said Sudhanshu Vats, Chairman, ASCI and Managing Director, Pidilite Industries.
“The 2025–26 data reveals a digital advertising ecosystem being driven by a dangerous ‘speed-first, compliance-later’ culture. With 97.3% of scrutinised ads appearing online and 98% requiring modification, the scale of violations is a cause for concern.
From impossible transformation claims to dangerous disease-reversal promises, consumers are being exposed to serious physical, financial, and behavioural risks.
The findings point to the urgent need for a systemic shift from reactive correction to preventive governance. Stronger pre-publication guardrails, platform engagement with self-regulation, robust advertiser onboarding and verification systems, and scalable detection mechanisms are critical to building a more responsible advertising ecosystem and reducing consumer harm,” said Manisha Kapoor, CEO & Secretary General, ASCI.
