ASCI
ASCI is widening its oversight of advertising: guidelines released September 29 require labels on misleading AI-generated ads (Medianama, 6 Oct), and 97.3% of the 1,609 influencer ads it processed in 2025-26 needed changes (Financial Express, 6 Oct). Disclosure compliance among brands remains uneven (Financial Express).
What it means Brands, agencies and creators face added labelling work and tighter claim scrutiny across FMCG and D2C.
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Background
From 9 stories, the newest dated 6 Oct 2026. Summary written 11 Oct 2026.
ASCI issues advertising guidelines in India and reviews ads for compliance. [1] source: Financial Express[2] source: Business Standard
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Its influencer advertising guidelines date from 2021, and they sit alongside CCPA rules that require clear disclosure of any material connection between an advertiser and an influencer. [1] source: Financial Express ASCI chief Manisha Kapoor said Indian consumers want clearer food health claims and nutritional disclosures, which is pushing FMCG brands beyond minimum legal compliance. [3] source: Forbes India
On September 29, 2026, ASCI released guidelines requiring advertisers to label AI-generated images, video and audio in ads that could mislead buyers; they take effect three months after publication. [4] source: Medianama Fabricated endorsements and non-consensual deepfakes remain prohibited, and paid or sponsored AI-generated product suggestions must carry the label "sponsored by [brand]". [5] source: Business Standard Routine edits, decorative effects and accessibility uses are exempt. [6] source: The Hindu BusinessLine ASCI processed 1,609 influencer ads in 2025-26, and 97.3% needed changes. [1] source: Financial Express For FY26 it reviewed 11,581 cases involving 9,841 ads and recorded 6,933 offshore-betting ad violations among 9,000-plus. [2] source: Business Standard ASCI said 85% of 158 digital ads scrutinised between January and June required changes. [7] source: ET Hospitality
In August 2026, ASCI's secretary general warned that Indian D2C brands often use unsubstantiated advertising claims. [8] source: ET BrandEquity Reckitt and ASCI also launched the SAFER innovation challenge for affordable gas-detection devices for sanitation workers that month. [9] source: The Hindu BusinessLine
Sources
Questions about ASCI
Who leads ASCI?
ASCI is led by chief Manisha Kapoor, who in September 2026 said Indian consumers demand clearer food health claims and nutritional disclosures from FMCG brands. [3] source: Forbes India
What is the latest on ASCI in Indian retail?
On September 29, 2026, ASCI released guidelines requiring advertisers to label AI-generated images, video and audio in ads that could mislead buyers. They take effect three months after publication. [4] source: Medianama[5] source: Business Standard
Stories that mention ASCI
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ASCI is named in these stories but is not their subject.