MUMBAI: As 2025 draws to a close, Manisha Kapoor, CEO and Executive Director, Advertising Standards Council of India, talks about the organization's efforts for the year. She also outlined what to expect in 2026.
“2025 was a transformational year for advertising regulation in India as we navigated the rapid evolution of AI-driven marketing and an increasingly complex digital ecosystem. ASCI responded by significantly strengthening its monitoring systems and oversight mechanisms to keep pace with these changes. We expanded our partnerships with digital platforms, strengthened our AI-powered ad scanning capabilities, and handled a record volume of complaints while maintaining our commitment to rapid resolution.”
He pointed to ASCI's work on regulating betting, gambling and offshore betting advertising as particularly important. ASCI has worked closely with stakeholders to protect consumers from misleading representations in this high-risk category.
She added that the influencer marketing field continues to demand attention. “As detailed in our semi-annual complaints report, ASCI conducted a second dipstick study on Forbes India’s 2024 Top 100 Digital Stars, who collectively have over 110 million followers. The study revealed that the number of influencers who do not disclose paid collaborations has increased by 76% compared to 69% the previous year. Therefore, we have made considerable progress in ensuring transparency and trust in digital endorsements.
“Our Commitment Seal initiative, which we launched in November, has received significant attention. The Seal is a visual cue that validates our members’ commitment to upholding the highest standards of transparency, fairness and authenticity in advertising. Brands demonstrate their commitment to honest and responsible communication to consumers. We may display the seal on our websites, digital platforms, materials and advertising campaigns to communicate: We also recognize that children require special protection and have prioritized their protection for students. The AdWise program aims to reach one million children across India by the end of 2026, aims to improve advertising literacy among children from grades 3 to 8, and has already achieved great results.
“ASCI and the National Law Institute of India, through the Chair on Consumer Law and Practice, have established the Advertising Regulation Forum to serve as a platform for research and policy discussion on advertising and consumer law. The aim is to foster meaningful dialogue between public and stakeholder experts, with the goal of balancing innovation in advertising with the imperatives of building consumer trust.The results of these dialogues will be communicated to the appropriate authorities in a summary and advisory note.
Looking ahead to 2026, ASCI will continue to lead the evolution of the Indian advertising industry, she said. “We are preparing for the next wave of AI applications in advertising, from generative content to targeting algorithms, ensuring that innovation and consumer trust go hand in hand. We remain focused on proactive regulation, industry collaboration, and building a framework that protects consumers while fostering creativity and business growth.”
