The Advertising Standards Council of India (ASCI) has recorded a significant rise in advertising violations, reviewing 11,581 cases in FY 2025-26 – a 21% increase over the previous year – pertaining to 9,841 advertisements, up 37% year-on-year. A striking 98% of scrutinised ads required modification.
Offshore betting emerged as the most violative sector with 6,933 cases, followed by realty (643), personal care (576), food and beverages (331), and Drugs and Magic Remedies Act violations (274). Notably, 93% of cases originated from ASCI’s proactive monitoring rather than public complaints.
Digital platforms dominated the violations landscape, accounting for 97.3% of all ads reviewed. Social media sponsored content comprised 82% of these, with Meta platforms responsible for 79.84% of digital violations – reflecting how digital ecosystems are being exploited to amplify misleading and harmful advertising at scale.
Influencer marketing remains a persistent concern. Of 1,609 influencer ads processed, 97.3% required modification, with over 54% promoting legally prohibited or restricted categories. Offshore betting alone accounted for 54% of influencer violations.
In personal care and food and beverages, violations centred on exaggerated claims, unsubstantiated health benefits, and pseudo-scientific assertions. Nutraceuticals – classified as food yet marketed with near-therapeutic claims – contributed to 52% of food and beverage cases.
On a positive note, overall voluntary compliance improved from 83% to 86%, with TV and print achieving 97% adherence, signalling growing effectiveness of self-regulation as a first line of consumer defence.
