The Advertising Standards Council of India (ASCI) has recorded its highest-ever voluntary compliance rate of 99.7 per cent in the first quarter of FY2026-27, reflecting a growing commitment among advertisers, agencies, influencers and digital platforms to responsible advertising and consumer protection. According to ASCI, marketers promptly modified or withdrew advertisements following its recommendations, despite the fragmented and fast-moving nature of India’s digital advertising ecosystem. The compliance rate marks a sharp improvement from 86 per cent in FY2025-26 and 83 per cent in FY2024-25, underscoring the increasing acceptance of self-regulation across the industry.
During the quarter, ASCI processed 1,616 cases involving 1,089 advertisements, including 179 influencer advertisements, highlighting its continued focus on the rapidly evolving digital advertising landscape. While print and television advertising have traditionally maintained high compliance levels, the latest figures indicate that digital advertising is now approaching similar standards, representing a significant shift for the sector.ASCI said the results demonstrate that advertisers of all sizes, along with influencers, are embracing transparent and truthful communication, recognising that consumer trust has become a key business imperative rather than merely a regulatory requirement. ManishaKapoor, CEO and Secretary General of ASCI, said the record compliance rate reflects the industry’s commitment to responsible advertising and validates India’s self-regulatory framework. She added that ASCI would continue supporting innovation while ensuring consumer interests remain central to advertising practices.
In Kolkata, the improved compliance environment is expected to benefit the city’s growing digital marketing, e-commerce and startup ecosystem, where brands increasingly rely on influencer-led campaigns and online advertising. Stronger adherence to advertising standards could enhance consumer confidence, encourage responsible brand communication and create a more credible marketplace for businesses targeting eastern India.
