ASCI's Strategic Overhaul with AI
The Advertising Standards Council of India (ASCI) is planning a technology-driven overhaul to ensure self-regulation in advertising, focusing on digital and AI-generated ads. This effort coincides with its 40th anniversary, under the leadership of its new chairman, Sudhanshu Vats, who is also the managing director at Pidilite Industries.
Vision: AI for ASCI
- The plan is to integrate artificial intelligence into ASCI's self-regulation processes to enhance efficiency and speed.
- ASCI's strategy will revolve around three main pillars:
- Education
- Thought leadership
- Technology
Challenges and Technology Adoption
- Deepfakes are identified as major risks, particularly in influencer marketing and endorsements.
- ASCI plans to implement a hybrid technology model:
- A small in-house capability
- Partnerships with tech firms
Compliance and Collaboration
- 94% of ad violations occur in digital media, while TV and print comply more successfully.
- ASCI's voluntary compliance rate is around 85%, with most cases resolved instantly.
- Collaboration is ongoing with:
- Google, Meta, and others who are ASCI members
- Ecommerce and quick commerce platforms
- ASCI reviewed 9,599 complaints and examined 7,199 ads in FY25, with non-compliance mostly in offshore betting and real estate sectors.
Regulatory and Global Partnerships
- ASCI works closely with government bodies: the Ministry of Information and Broadcasting, the Department of Consumer Affairs, and MeitY.
- ASCI is recognized by courts for the effectiveness of self-regulation in reducing litigation.
- Globally, ASCI collaborates via the International Council for Advertising Self-Regulation (ICAS).
- Domestically, ASCI has partnered with Maharashtra RERA to enhance real estate advertising standards.
ASCI emphasizes that it remains a self-regulatory body focused on awareness-building, compliance strengthening, and consumer trust protection.
