Digital media continue to dominate advertising violations in India, according to the Advertising Standards Council of India’s (ASCI’s) Half-Yearly Complaints Report for April to September 2025.
Digital media accounted for 97% of total violations. Meta platforms contributed 78.9% of these cases, followed by websites (13.7%), Google (4.6%) and property portals (3%). Traditional media such as television and print together accounted for less than 3% of violations.
Illegal betting emerged as the most violative category, with 4,575 ads flagged, along with three surrogate ads. ASCI said that 99% of these were identified through proactive surveillance and shared with the Ministry of Information and Broadcasting (MIB) and the Indian Cyber Crime Coordination Centre for takedown. Many of these ads were disguised as gaming promotions or influencer collaborations.
“The widespread exposure to betting ads despite the ban, as well as the disappointing standards set by top influencers, are some challenges that have come to the fore in our recent work. Consumer trust can be fragile in the digital age, and such practices create problems for the industry at large," said Manisha Kapoor, CEO and Secretary General, ASCI.
ASCI reviewed 6,841 complaints and investigated 6,117 advertisements during the period. Of these, 98% required modification. Complaints rose 70%, and the number of ads processed doubled, up 102% from the same period last year. ASCI attributed the increase to intensified surveillance, greater consumer vigilance and stronger coordination with regulators, including the MIB.
The ad watchdog also intensified scrutiny of influencer advertising. It investigated 1,173 influencer ads, with 98% requiring modification. Nearly 59% promoted products disallowed by law, and 76% of India’s top digital creators, as per the Forbes list, violated disclosure norms prescribed by ASCI and the Central Consumer Protection Authority.
Despite this, voluntary compliance among influencers reached 90% once violations were flagged.
Overall, voluntary compliance improved, with 62% of violative ads withdrawn or modified without contest after ASCI’s intimation, compared with 59% last year. The average complaint resolution time stood at 17 days. Voluntary compliance rates rose to 88%, up from 83% in 2024 to 2025.
"ASCI is pleased to note a strong increase in uncontested cases, as well as in rates of voluntary compliance, underscoring its growing role as the first line of defence. For repeat and wilful violators, stringent action by regulators would set a strong deterrent and help protect consumer interests," Kapoor added.
Sector-wise, personal care accounted for 367 ads, with skincare being the most violative segment. Healthcare saw 332 ads under scrutiny, with 82% violating the Drugs and Magic Remedies Act (1954). Food and beverage accounted for 211 cases, of which 61% involved misleading health or nutrition claims. Education accounted for 71 cases, and 45% of these violative ads were withdrawn voluntarily after ASCI’s intervention.
ASCI said enhanced monitoring, collaboration with platforms and regulators, and greater consumer awareness drove early detection of violations. Consumer complaints increased from 306 in 2024 to 405 in the same six-month period this year.
ASCI said the findings should prompt advertisers to strengthen compliance, especially in regulated sectors such as gaming, healthcare and personal care. For consumers, the report reinforces ASCI’s role as a platform to address misleading or objectionable advertising.
"We continue sharing information and data with the statutory regulators for action within the legal framework, and collaborate and cooperate with all stakeholders to build a strong advertising regulatory framework for consumer protection," Kapoor said.
Digital media accounted for 97% of total violations. Meta platforms contributed 78.9% of these cases, followed by websites (13.7%), Google (4.6%) and property portals (3%). Traditional media such as television and print together accounted for less than 3% of violations.
Illegal betting emerged as the most violative category, with 4,575 ads flagged, along with three surrogate ads. ASCI said that 99% of these were identified through proactive surveillance and shared with the Ministry of Information and Broadcasting (MIB) and the Indian Cyber Crime Coordination Centre for takedown. Many of these ads were disguised as gaming promotions or influencer collaborations.
“The widespread exposure to betting ads despite the ban, as well as the disappointing standards set by top influencers, are some challenges that have come to the fore in our recent work. Consumer trust can be fragile in the digital age, and such practices create problems for the industry at large," said Manisha Kapoor, CEO and Secretary General, ASCI.
ASCI reviewed 6,841 complaints and investigated 6,117 advertisements during the period. Of these, 98% required modification. Complaints rose 70%, and the number of ads processed doubled, up 102% from the same period last year. ASCI attributed the increase to intensified surveillance, greater consumer vigilance and stronger coordination with regulators, including the MIB.
The ad watchdog also intensified scrutiny of influencer advertising. It investigated 1,173 influencer ads, with 98% requiring modification. Nearly 59% promoted products disallowed by law, and 76% of India’s top digital creators, as per the Forbes list, violated disclosure norms prescribed by ASCI and the Central Consumer Protection Authority.
Despite this, voluntary compliance among influencers reached 90% once violations were flagged.
Overall, voluntary compliance improved, with 62% of violative ads withdrawn or modified without contest after ASCI’s intimation, compared with 59% last year. The average complaint resolution time stood at 17 days. Voluntary compliance rates rose to 88%, up from 83% in 2024 to 2025.
"ASCI is pleased to note a strong increase in uncontested cases, as well as in rates of voluntary compliance, underscoring its growing role as the first line of defence. For repeat and wilful violators, stringent action by regulators would set a strong deterrent and help protect consumer interests," Kapoor added.
Sector-wise, personal care accounted for 367 ads, with skincare being the most violative segment. Healthcare saw 332 ads under scrutiny, with 82% violating the Drugs and Magic Remedies Act (1954). Food and beverage accounted for 211 cases, of which 61% involved misleading health or nutrition claims. Education accounted for 71 cases, and 45% of these violative ads were withdrawn voluntarily after ASCI’s intervention.
ASCI said enhanced monitoring, collaboration with platforms and regulators, and greater consumer awareness drove early detection of violations. Consumer complaints increased from 306 in 2024 to 405 in the same six-month period this year.
ASCI said the findings should prompt advertisers to strengthen compliance, especially in regulated sectors such as gaming, healthcare and personal care. For consumers, the report reinforces ASCI’s role as a platform to address misleading or objectionable advertising.
"We continue sharing information and data with the statutory regulators for action within the legal framework, and collaborate and cooperate with all stakeholders to build a strong advertising regulatory framework for consumer protection," Kapoor said.
