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3000–4000 words)
on “Research on ASCI Complaints” exactly as your teacher asked: following the instructions,
with clear sections, factual depth, and a formal academic tone.

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Research on ASCI Complaints

Objective
The objective of this research is to study the role of the Advertising Standards Council of India
(ASCI) in handling complaints related to advertising content in India. This includes
understanding the nature of complaints received, analyzing how ASCI responds to them, and
evaluating the effectiveness of its self-regulatory framework in maintaining ethical standards in
advertising.

1. Introduction
Advertising is one of the most powerful tools of marketing and communication in modern
society. It influences consumers’ preferences, buying decisions, and even their cultural values.
However, with the rise in the number of advertisements across various media—television, print,
digital platforms, and social media—concerns have grown about the truthfulness, decency, and
social responsibility of these messages.

To maintain ethical standards in advertising, the Advertising Standards Council of India

(ASCI) was established in 1985. ASCI is a self-regulatory voluntary organization of the
advertising industry, set up to ensure that advertisements conform to a fair code of conduct and
do not mislead consumers or harm public interest.

ASCI is not a government body but a non-governmental organization (NGO) supported by

advertisers, media agencies, and advertising professionals. Its primary role is to regulate the
content of advertisements by implementing its Code for Self-Regulation in Advertising (ASCI
Code). This code ensures that advertisements are truthful, decent, safe, and fair to consumers
and competitors.
In an age where misleading advertisements can quickly spread online, ASCI’s work has become
even more crucial in maintaining public trust and protecting consumers from deception.

2. Role of ASCI
The Advertising Standards Council of India serves as the ethical guardian of Indian
advertising. Its role extends across multiple areas of advertisement regulation and consumer
protection.

2.1. Ensuring Truthful Advertising

ASCI’s primary function is to ensure that advertisements are honest and not misleading. It
checks whether claims made in advertisements—especially those related to health, nutrition,
education, and finance—are supported by adequate evidence.

2.2. Maintaining Decency and Fairness

ASCI reviews ads to ensure that they do not contain indecent, vulgar, or socially offensive
content. The organization also ensures that advertisements respect gender sensitivity and do
not promote stereotypes or discriminatory behavior.

2.3. Protecting Children

ASCI has strict guidelines regarding advertisements targeting children. It prohibits ads that
exploit children’s vulnerability, promote unhealthy habits, or show unsafe practices.

2.4. Monitoring Digital Media

In recent years, ASCI has expanded its monitoring system to include digital and influencer
marketing. It ensures that influencers disclose paid partnerships and that digital ads follow the
same ethical standards as traditional media.

2.5. Collaboration with Government and Industry

ASCI works closely with the Ministry of Information and Broadcasting, the Department of
Consumer Affairs, and other regulatory authorities. It also represents India at the International
Council for Advertising Self-Regulation (ICAS).

3. Nature of Complaints Received by ASCI

ASCI receives thousands of complaints every year from consumers, competitors, NGOs, and
even government agencies. These complaints are categorized based on the type of violation
under the ASCI Code.

The most common categories include:

3.1. Misleading Advertisements

These are ads that make false or exaggerated claims about a product’s performance, quality, or
benefits.​
Examples:

●​ A toothpaste claiming to prevent all dental problems without scientific proof.

●​ A financial company guaranteeing unrealistic investment returns.

3.2. Offensive and Indecent Content

Ads that violate public decency, promote obscenity, or show content that is socially or morally
offensive.​
Examples:

●​ Ads objectifying women or reinforcing negative stereotypes.

●​ Ads showing violence, vulgar gestures, or inappropriate humor.

3.3. Unsubstantiated Health and Medical Claims

This is one of the largest categories. Health-related ads, especially for ayurvedic medicines,
weight-loss supplements, and beauty products, often make exaggerated claims without medical
validation.​
Example:

●​ A slimming pill ad promising weight loss in one week.

3.4. Unsafe Practices

Ads that show dangerous actions, especially involving children, such as stunts, risky driving, or
unsafe handling of fire or electric products.

3.5. Surrogate Advertisements

Surrogate advertising involves promoting banned or restricted products like alcohol and tobacco
under a different product name (e.g., soda, music CDs). ASCI strictly monitors and prohibits
such ads.

3.6. Comparative Advertising

Ads that unfairly criticize or compare one brand with another without evidence.​
Example:​
A detergent brand claiming to be “three times better” than a competitor without credible proof.

3.7. Political and Religious Sensitivity

Some complaints involve ads that offend religious sentiments, political beliefs, or social
harmony. ASCI ensures such ads are modified or withdrawn.

4. Complaint Handling Procedure

ASCI follows a fair, transparent, and time-bound process for addressing complaints. The
complaint-handling system is managed by the Consumer Complaints Council (CCC), an
independent panel consisting of judges, lawyers, educators, journalists, and consumer rights
experts.

The main steps are:

4.1. Filing a Complaint

●​ Anyone can file a complaint free of cost through the ASCI website, email, WhatsApp, or
the “ASCI Online” app.
●​ Complaints can be made in English or any Indian language.
●​ Anonymous complaints are also considered if they provide sufficient details.

4.2. Screening and Registration

ASCI’s Secretariat reviews the complaint to determine if it falls under its jurisdiction and whether
it violates the ASCI Code.

4.3. Communicating with the Advertiser

If the complaint is valid, ASCI forwards it to the advertiser for a response and supporting
evidence.

4.4. Examination by the CCC

The Consumer Complaints Council reviews both sides and decides whether the advertisement
violates the ASCI Code.

4.5. Decision
If the CCC finds the ad objectionable:

●​ It directs the advertiser to modify or withdraw the ad.

●​ The decision is published on ASCI’s website and in its monthly report.

If no violation is found, the complaint is dismissed.

4.6. Follow-Up and Compliance

Advertisers are expected to comply within a few days. If they do not, ASCI refers the matter to
appropriate government regulators like the Ministry of Consumer Affairs or FSSAI.

5. Actions Taken by ASCI

ASCI’s actions can range from a simple advisory to full ad removal. Its powers are based on
moral and industry authority rather than legal enforcement.

5.1. Withdrawal or Modification of Ads

If an ad is found misleading or offensive, ASCI requests the advertiser to immediately stop or

edit it. Most advertisers comply voluntarily.

5.2. Publication of Decisions

ASCI publishes the list of offending ads each month in its “Complaints Upheld Report,” ensuring
transparency and public awareness.

5.3. Partnership with Government

Non-compliant ads are reported to government bodies such as:

●​ Ministry of Information & Broadcasting (MIB)

●​ Food Safety and Standards Authority of India (FSSAI)
●​ Central Consumer Protection Authority (CCPA)

5.4. Awareness Campaigns

ASCI conducts workshops, webinars, and media campaigns to educate advertisers and
consumers about ethical advertising.

5.5. Digital Surveillance

ASCI uses AI-based monitoring systems to scan thousands of digital ads daily, identifying
misleading content faster than before.

6. Examples of Complaints and ASCI’s Response

Case 1: Fairness Cream Advertisement

Complaint: A TV ad claimed that using a certain cream would make users fairer within 7 days.​
ASCI Action: The claim was found to be false and discriminatory. ASCI ordered the ad to be
withdrawn and issued a public statement emphasizing gender sensitivity in advertising.

Case 2: Ayurvedic Medicine for COVID-19

Complaint: An ayurvedic brand claimed its product could cure COVID-19.​

ASCI Action: The ad was found misleading and in violation of the Drugs and Magic Remedies
Act. ASCI directed immediate withdrawal and informed the Ministry of AYUSH.

Case 3: Energy Drink Advertisement

Complaint: A popular energy drink ad showed teenagers performing dangerous stunts.​

ASCI Action: The ad was deemed unsafe for children and withdrawn from all platforms.

Case 4: Online Shopping Discounts

Complaint: An e-commerce platform advertised “up to 90% off” sales, but actual discounts
were much lower.​
ASCI Action: The ad was found misleading. The company had to issue a correction notice.

Case 5: Surrogate Liquor Advertisement

Complaint: A soda brand ad used the same branding as an alcohol product.​

ASCI Action: The ad was declared surrogate advertising and banned.
7. Effectiveness of ASCI’s Actions
ASCI’s impact can be measured through its results and growing recognition.

7.1. Successes

●​ High Compliance Rate: Over 90% of advertisers comply with ASCI’s recommendations
voluntarily.
●​ Consumer Empowerment: Easy complaint mechanisms have made consumers more
aware and vocal.
●​ Reduced Misleading Ads: Continuous monitoring has significantly decreased false
claims in sectors like health and education.
●​ Recognition by Government: ASCI’s partnership with the CCPA has strengthened
enforcement power.

7.2. Challenges

●​ Lack of Legal Authority: ASCI cannot impose fines or legal penalties; it relies on moral
pressure.
●​ Digital Platform Complexity: Online and influencer ads are harder to monitor and
regulate.
●​ Public Awareness Gap: Many rural and non-English-speaking consumers remain
unaware of ASCI’s complaint process.

Despite these challenges, ASCI remains a model of self-regulation admired globally.

8. Discussion
The self-regulatory model followed by ASCI has proven effective in balancing freedom of
expression with consumer protection. Its approach reduces government interference while
encouraging industry accountability.

However, with the rapid expansion of digital media, ASCI needs to strengthen its surveillance
and awareness initiatives. Collaboration with platforms like YouTube, Instagram, and Meta can
ensure faster ad takedowns.

To enhance its role:

1.​ Legal Backing: ASCI’s decisions should be supported by enforceable penalties.

2.​ Education Campaigns: Schools and colleges should teach media literacy to help young
consumers identify misleading ads.
 3.​ Regional Outreach: More complaint channels in local languages can expand
accessibility.

9. Conclusion
The Advertising Standards Council of India serves as the ethical compass of the advertising
industry. By providing a platform for consumers to voice complaints and by ensuring
advertisers maintain transparency, ASCI helps build a more responsible advertising ecosystem.

Its voluntary, non-punitive model has gained respect and compliance from most advertisers.
While challenges remain in digital monitoring and legal enforcement, ASCI’s work continues to
protect consumers, promote fair trade practices, and uphold the credibility of Indian advertising.

In conclusion, ASCI is not just a regulator—it is a partner in shaping a truthful, socially

responsible advertising environment in India.

10. References
1.​ Advertising Standards Council of India. (2024). ASCI Annual Report 2023–24.
www.ascionline.in
2.​ Ministry of Consumer Affairs, Government of India. (2023). Advertising and Consumer
Protection Guidelines.
3.​ The Hindu Business Line. (2023). “ASCI Acts Against Misleading Health Claims.”
4.​ Times of India. (2024). “ASCI Flags Misleading Digital Ads.”
5.​ Press Information Bureau. (2022). “CCPA and ASCI Collaboration on Responsible
Advertising.”
6.​ Economic Times. (2024). “Surge in Complaints Against Influencer Ads: ASCI Report.”

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