Leveraging tech for effective monitoring: ASCI focus on sectors with higher
consumer impact
Mumbai: ASCI reflected on a pivotal question – what could be done to enhance the protection of vulnerable consumers in an increasingly dynamic digital ad environment? With the rapid evolution and complexity of online advertising, monitoring and regulating this vast space presents unique challenges. ASCI has now a focused approach to advertisements with the potential to cause greater harm or lead to widespread disappointment among consumers and take swifter action against irresponsible ads.
Focused sector deep dives Real estate, restricted categories i.e. online illegal betting and advertising of products making green claims were key sectors focus for ASCI
Achieving a highly efficient turn-around time (TAT) – 18 days on an average complaint resolution.
Driving quick resolutions – 53% of ads picked up by ASCI were not contested and were promptly withdrawn or modified.
The increase in advertisers voluntarily complying without contesting ASCI’s request has improved speed and efficiency while enabling more effective use of resources for formally investigated and complex cases.
Top Categories of Violations:
- Real Estate: Accounted for 34% of violations, with 2,115 ads reviewed.
- Illegal Offshore Betting: Represented 29% of violations, including 890 flagged ads.
- Healthcare (8%), Personal Care (7%), and Food & Beverage (6%) were also significant violators.
Collaborative Action:
- Real Estate Ads: 1,027 ads flagged to MahaRERA under ASCI’s MoU, with 99% in violation of the MahaRERA Act. This led to penalties totaling ₹88.9 lakhs for 628 developers.
- Betting Ads: 890 illegal betting ads reported to the Ministry of Information & Broadcasting (MIB), resulting in content removal and regulatory action.
Digital Vigilance:
- 93% of ads processed were digital, including 831 Instagram posts promoting offshore betting and 50 websites/social media pages flagged.
- Greenwashing claims were a concern, with 99% of the 100 ads reviewed requiring modifications for misleading environmental claims.
Escalations to Government:
- 890 ads flagged for illegal betting.
- 156 healthcare ads escalated to the Ministry of Ayush for violating the DMR Act.
- 28% of greenwashing cases escalated to MIB for violating ASCI codes and CCPA guidelines.
Deepfake and Alcohol Ads:
- 10 liquor ads and 4 deepfake ads were flagged to the MIB for regulatory intervention.
Impact:
ASCI’s collaborative approach with regulators like MahaRERA and MIB demonstrates the effectiveness of joint efforts in curbing misleading advertisements.
Manisha Kapoor, CEO of ASCI, remarked, “Our work in partnership with government regulators in sectors such as betting and realty is creating an impact. While there is a long way to go, such partnerships can create an impetus for better oversight. Greenwashing is another area where we released guidelines easier in 2024, as this will remain an area of focus for us. With constant progress in reducing our turn-around time for complaint management, ASCI’s deep experience and tech-supported efforts are