The Advertising Standards Council of India (ASCI) has released its latest report, ‘The Heat Is On: ASCI Review of Summer Advertising Claims’, highlighting widespread concerns over misleading seasonal advertising. The study evaluated 40 advertisements across categories such as personal care, cooling appliances, air purifiers, sunscreens, wearables and travel products between April and June 2026.
The review found that 39 out of 40 advertisements required modification or withdrawal following ASCI’s intervention. While 21 advertisers voluntarily revised or pulled their campaigns, 18 were ruled to be in violation of the ASCI Code by the Consumer Complaints Council. Only one advertisement successfully substantiated its claims.
Sun protection and tan-removal products accounted for the highest number of violations, followed by cooling appliances and air purifiers. The report also raised concerns over advertisements promoting skin-brightening and tan-removal products for babies and children, noting that some campaigns reinforced colour-based stereotypes.
ASCI further observed that several claims around UV protection, cooling performance, air purification and protection against pollutants lacked adequate scientific evidence. It also pointed to recurring issues such as exaggerated performance claims, insufficient substantiation, limited advertiser engagement and inadequate due diligence by influencers and celebrity endorsers.
Commenting on the findings, Manisha Kapoor, CEO and Secretary General, ASCI, said seasonal campaigns must balance innovation with credible evidence. She emphasised that responsible advertising not only helps consumers make informed decisions but also strengthens long-term trust between brands and their audiences.
