Real estate and offshore betting advertisements have emerged as the most non-compliant sectors in India, according to the Advertising Standards Council of India’s (ASCI) half-yearly report for 2024-25. Highlighting significant gaps in advertising transparency, the findings reveal that real estate accounted for 34% of all violations, followed by offshore betting ads at 29%. Other prominent sectors included healthcare (8%), personal care (7%), and food & beverages (6%). These insights underscore the growing challenges in maintaining ethical advertising practices across industries.
Between April and September 2024, ASCI reviewed over 4,000 complaints, investigating 3,031 advertisements, of which 98% required modifications. Most notably, 2,830 cases were flagged through digital platform monitoring, comprising 93% of all ads reviewed. Violations included 1,027 real estate advertisements reported to the Maharashtra Real Estate Regulatory Authority (MahaRERA) under an MoU with ASCI. Similarly, 890 offshore betting ads were escalated to the Ministry of Information & Broadcasting (MIB), alongside other concerns, including 156 healthcare ads violating the Drugs and Magic Remedies Act and 10 liquor-related promotions.
Sustainability and Greenwashing Concerns
In an era where sustainable practices dominate consumer expectations, ASCI’s greenwashing guidelines released earlier in 2024 represent a proactive step. Misleading eco-claims in advertisements have been flagged as a critical issue, and ASCI is committed to ensuring accountability. By addressing deceptive green claims, the council is fostering transparency, encouraging brands to align with sustainability goals and ethical practices.
Collaboration Driving Accountability
Manisha Kapoor, CEO of ASCI, emphasised the impact of partnerships with regulators such as MahaRERA and MIB, ensuring stricter oversight and consumer protection. She highlighted the council’s technological advancements in reducing complaint turnaround times, signalling progress in curbing advertising violations. These collaborative efforts highlight the urgency for advertisers to prioritise compliance, as ethical and sustainable advertising becomes integral to consumer trust.
For advertisers, the report serves as a crucial reminder of the importance of transparency and adherence to guidelines, as consumer expectations for honest and sustainable advertising practices continue to rise.
