Advertising Standards Council of India (ASCI) has launched its first influencer-led consumer awareness campaign addressing greenwashing and dark patterns. The initiative, rolled out under the ASCI Academy, seeks to equip consumers with the tools to identify misleading sustainability claims and manipulative digital design practices.
As part of the campaign, a group of digital creators will publish educational content explaining how to assess environmental claims, decode eco-labels and distinguish between genuine sustainability commitments and vague marketing language. The series will also spotlight dark patterns – including hidden charges, basket sneaking and confusing choice architecture – that subtly nudge users into decisions without transparent consent. Participating influencers include Shraddha Jain, Aalekh Kapoor, Sakchi Jain, Ashutosh Pratap Singh, Pankti Pandey, Vinod Kumar, Aisha Ahmed, and travel creators Sangeeth and Kavya.
Manisha Kapoor, CEO and Secretary General of ASCI, said the effort expands the ASCI Academy’s consumer education mandate, complementing initiatives such as Ad-Wise for school students. She noted that collaborating with trusted digital voices can encourage audiences to question advertising claims more critically and make informed choices.
Alongside the campaign, ASCI Academy has introduced an e-learning course on Ethical UI/UX Design, aimed at helping brands and designers eliminate dark patterns and adopt compliant alternatives aligned with ASCI guidelines.
ASCI’s 2024 ‘Conscious Patterns’ report had earlier flagged the widespread use of deceptive design across major Indian apps, while its environmental claims guidelines prompted several brands to modify advertisements – reinforcing the regulator’s push for transparency and accountability in advertising.
