ASCI joins ICAS in global push for responsible advertising

Taking a step further toward shaping the future of responsible advertising on a global scale, the Advertising Standards Council of India (ASCI) has joined the International Council for Advertising Self-Regulation (ICAS). As a founding member of its newly launched global think tank, ASCI is signalling its intent to push for stronger self-regulation, ethical standards, and innovation within the advertising industry. This comes at a time when the challenges facing advertisers—such as sustainability concerns, AI usage, and transparency—have never been more complex.

Announced at an event in New York, the ICAS Global Think Tank seeks to bring together key stakeholders from advertising bodies, academic institutions, industry leaders, and self-regulatory organisations (SROs). The objective? To foster collaboration and build a knowledge-sharing platform capable of addressing the most pressing issues affecting today’s advertising landscape.

At its core, the initiative aims to set global benchmarks for advertising that not only protect consumers but also encourage ethical practices. The platform will initially focus on critical areas such as sustainability and the responsible use of AI—two forces that are increasingly shaping how brands connect with audiences.

Guy Parker, president of ICAS, expressed his enthusiasm about the new venture. “We’re confident the Think Tank will provide the platform we need to tackle some of the most pressing issues in the sector today. It’s about creating insights that inform evidence-based policymaking, elevate ad standards, and ultimately benefit people and communities worldwide,” he said.

ASCI’s role: A commitment to ethical advertising

ASCI’s involvement in this international endeavour reflects its long-standing commitment to promoting responsible advertising practices in India. Established in 1985, it has tried to ensure that advertisements remain truthful, honest, and fair while safeguarding consumer interests.

Over the years, the organisation has partnered with various governmental agencies, including the Ministry of Information and Broadcasting and the Food Safety and Standards Authority of India (FSSAI), to address consumer grievances and uphold advertising standards across all media.

Manisha Kapoor, CEO and secretary general of ASCI, highlighted the importance of global collaboration in advancing responsible advertising. “As advertising regulation becomes more complex, we believe it’s critical to bring together minds and resources from across the globe. This initiative will facilitate meaningful discussions that build consumer trust and ensure brands stay accountable,” she noted.

ASCI’s newly launched ASCI Academy also aligns with the goals of the ICAS Think Tank. Launched in 2023, the Academy aims to educate stakeholders across the industry—advertisers, agencies, and regulators—about the importance of ethical advertising. Its focus on training, outreach, and research places it at the forefront of the push for higher standards in content creation and regulation.

A collective approach to global advertising challenges

With its inclusion in the ICAS Think Tank, ASCI joins a roster of international heavyweights in the advertising world, including Australia’s Ad Standards, the UK’s Advertising Standards Authority, and global tech giant Google. These organisations, along with others, will collaborate to create a holistic framework that addresses regional challenges while fostering a global approach to advertising self-regulation.

The alliance offers a unique advantage: through its network of independent communication agency partners, the Think Tank will facilitate localised knowledge-sharing and on-ground insights for global advertisers. This allows brands to benefit from expanded services and deeper insights into market dynamics, while agency partners gain exclusive rights to serve in their respective regions.

By fostering this level of collaboration, ICAS and its partners aim to ensure that emerging markets—where self-regulation may be less established—benefit from the expertise of more developed markets. This, in turn, helps level the playing field and encourages uniform standards across borders.

Addressing the impact of digital and AIn advertising

As the advertising industry grapples with the increasing influence of digital technologies like AI, there is a growing recognition that self-regulation must adapt to these changes. AI is reshaping how advertisements are created, targeted, and measured, and it presents ethical challenges in areas such as data privacy and algorithmic bias.

By including AI as a focus area, the ICAS Think Tank is positioning itself at the forefront of this conversation. The group’s collective expertise will allow stakeholders to explore the best practices for using AI in ways that promote fairness, transparency, and accountability.

Sustainability is another key focus, as brands increasingly look to position themselves as responsible corporate citizens in an era of heightened environmental awareness. The Think Tank’s work on sustainability will examine how advertisers can promote sustainable products and services without resorting to greenwashing or misleading claims.

As ASCI and its global partners begin their work within the ICAS Think Tank, the broader goal is clear: to drive a new era of responsible advertising that benefits both consumers and the industry. By focusing on evidence-based policymaking and ethical practices, the Think Tank hopes to provide the framework that advertisers need to navigate a rapidly changing landscape.

For ASCI, this marks another step in its ongoing mission to build consumer trust through self-regulation. With its place on the global stage now solidified, the organisation is well-positioned to contribute to a future where advertising serves both brands and society responsibly.

In the words of ASCI’s Kapoor, “Responsible advertising is not just about compliance—it’s about creating value for consumers and building trust in brands. With the ICAS Think Tank, we’re one step closer to making that vision a reality.”