Nearly all seasonal advertisements reviewed by the Advertising Standards Council of India (ASCI) between April and June 2026 required correction or withdrawal, highlighting widespread concerns over misleading claims related to summer products. According to ASCI’s latest report, The Heat Is On: ASCI Review of Summer Advertising Claims, 39 of the 40 advertisements examined needed modification following regulatory intervention. The review covered advertisements across personal care, cooling appliances, air purifiers, sunscreens, wearables and travel-related products. Of the 40 advertisements assessed, 21 were modified or withdrawn voluntarily by advertisers without contest, while 18 were found to be in violation of the ASCI Code by the Consumer Complaints Council. Only one advertisement successfully substantiated its claims.
ASCI identified advertising for sun protection and tan-removal products as the most problematic category, followed by home appliances and furnishings marketed with cooling, air purification and indoor comfort claims. The report also raised serious concerns over advertisements promoting skin-brightening and tan-removal products for babies and children, stating that 14 advertisements reinforced harmful colour-based stereotypes. It further found that many claims relating to UV protection, pollution defence and instant beauty transformations lacked adequate scientific evidence. The report highlighted recurring issues including absence of claim substantiation, failure of advertisers to engage with ASCI, weak evidence supporting technical and leadership claims, and inadequate due diligence by celebrity and influencer endorsers.
ManishaKapoor, CEO and Secretary General, ASCI, said that while innovation in seasonal advertising is welcome, claims must be backed by credible evidence. She added that responsible advertising enables consumers to make informed decisions and helps build long-term trust in brands. In Kolkata, the findings are significant as demand for cooling appliances, sunscreens, skincare products and air purifiers typically rises sharply during the city’s hot and humid summer months. Industry observers believe stricter scrutiny of advertising claims could encourage brands operating in the Kolkata market to adopt more transparent communication and evidence-backed marketing, ultimately strengthening consumer confidence and promoting fair competition.
