Snapshot: Education had the highest number of ad violations in FY22

The Advertising Standards Council of India (ASCI) has released its annual complaints report for the period April 2021 to March 2022, during which it handled 5,532 print, digital and TV advertisements. The number of complaints in FY22 increased by 25%

Most Offensive Categories
The number of objectionable ads in FY22 increased by 62%
Education was the most offensive category, accounting for 33% of objectionable ads
Health care and personal care followed with 16% and 11% of offenses
New categories such as crypto and gaming each accounted for 8% of infringing ads
Food and beverage, fashion, e-commerce and real estate were among the other offensive categories

Digital and celebrity ads under the scanner
Nearly 48% of the advertisements processed belonged to the digital medium while the print represented 47%
Of the objectionable digital ads, 43% were posted on Instagram and 28% on YouTube.
Complaints against influencers made up 29% of total complaints
Complaints about celebrity-led ads with misleading claims increased by 41%
Celebrity-led ads recorded highest violation of ASCI guidelines, with 92% of complaints confirmed

How the Complaints Held
Of the 5,532 ads processed, 39% were not challenged by the advertiser while 55% were deemed objectionable
Complaints against 4% of ads were dismissed
The overall compliance rate was 94%

Origin of complaints
Consumer complaints accounted for 21% of total complaints raised
About 75% of ads were processed suo-moto by ASCI
Intra-industry and CSO/government complaints were 2% each

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