The Advertising Standards Council of India (ASCI) has released its Annual Complaints Report 2025-26, highlighting a significant rise in advertising violations and reinforcing concerns around compliance within the digital advertising ecosystem. The report shows that offshore betting remained the most violative sector during the year, followed by real estate, personal care, food and beverages, and products that contravened the Drugs and Magic Remedies Act (DMRA).
During FY 2025-26, ASCI reviewed 11,581 cases, representing a 21% increase compared to the previous year. These cases related to 9,841 advertisements, up 37% year-on-year. Of the advertisements scrutinised, 98% required modification, while 93% of the cases originated through ASCI’s proactive monitoring initiatives rather than consumer complaints.
Digital media continued to account for the overwhelming majority of violations. According to the report, 97.3% of advertisements reviewed were published on digital platforms, with sponsored social media content accounting for 82% of these violations. Meta platforms represented 79.84% of all digital violations identified during the period.
The report points to the growing role of digital ecosystems in amplifying misleading and harmful advertising. Advertisements promoting harmful products or situations accounted for 75.4% of all violations, while misleading claims represented 27.5%. ASCI noted that consumer protection concerns increasingly extend beyond misinformation to the promotion of products and services restricted by law.
Offshore betting emerged as the largest source of violations, generating 6,933 cases despite ongoing regulatory interventions. The category is characterised by rapid content creation, high-frequency distribution and widespread use of influencers, affiliate networks, social media communities and messaging platforms. Between April and December 2025, ASCI identified 854 influencer-related violations linked to offshore betting, including accounts dedicated exclusively to promoting betting content.
Influencer marketing remained a broader area of concern across sectors. Of the 1,609 influencer advertisements processed during the year, 97.3% required modification. More than 54% promoted categories where advertising is prohibited or restricted. Illegal betting accounted for 54% of influencer violations, followed by personal care at 16.9%, electronics and consumer durables at 7.9%, food and beverages at 6.3%, and fashion and lifestyle at 4.3%.
The report also identified recurring issues in personal care and food and beverage advertising. In personal care, violations frequently involved claims relating to rapid or guaranteed outcomes, including skin transformation, hair growth and instant results. Advertisements featuring unsupported scientific claims, unrealistic timelines, superlative market leadership assertions and ‘natural’ or ‘safe’ positioning without adequate substantiation were also common.
Within food and beverages, ASCI observed misleading claims linked to metabolic health, chronic diseases, child development, fertility and organ function. Products such as weight-loss supplements, growth formulas and so-called ‘drinkable sunscreens’ featured prominently among cases requiring intervention.
The report highlights nutraceuticals as a growing area of concern. Although regulated as food products under Food Safety and Standards Authority of India guidelines, many nutraceutical advertisements made therapeutic or quasi-medical claims. Nutraceuticals accounted for 52% of food and beverage cases, with 96% requiring modification.
ASCI also reported an improvement in voluntary compliance levels. Overall compliance increased from 83% to 86%, while television and print media achieved 97% compliance. Notably, 61% of reviewed advertisements were modified or withdrawn without contest from advertisers following notification.
Sudhanshu Vats, chairman, ASCI, said, “This year’s complaints data is the reflection of an advertising ecosystem that is being reshaped by intense competition, speed and digital amplification. Across categories, we are seeing a growing tendency toward exaggerated claims, manufactured scientific credibility, influencer-led amplification and the normalisation of non-compliance as a post-publication correction exercise. The report's findings underline the urgent need for stronger accountability, better substantiation standards, responsible influencer practices and preventive approaches to governance in digital advertising.”
Manisha Kapoor, ceo and secretary general, ASCI, added, “In the digital era, ASCI has constantly pushed the boundaries on consumer protection. Our proactive monitoring system has allowed us to act at a scale and speed that complaint-driven models cannot match. Working closely with the Ministry of Information and Broadcasting has shown how effective stakeholders acting in concert can be when it comes to meaningful consumer protection. Similarly, the partnership with the Telangana Real Estate Regulatory Authority to monitor and curb misleading real estate promotions is helping to reinforce consumer trust in such advertising.”
The report underscores the increasing importance of proactive monitoring, stronger substantiation standards and greater accountability as brands, influencers and platforms continue to navigate a rapidly evolving digital advertising landscape.
