Digital Platforms Lead in Problematic Ads; Betting and Real Estate Companies Top the List
Digital platforms, particularly social media, are the primary sources of potentially problematic ads, with betting and real estate companies leading the violative ads, according to the Advertising Standards Council of India (ASCI).
Digital AdsAsciProblematic AdsBettingReal EstateReal EstateMay 28, 2025
Over two-thirds of the potentially violative ads on digital platforms were sponsored ads on social media platforms, while 32 per cent of the digital ads related to claims on companies' own websites and social media accounts. A total of 9,599 complaints were examined by the ASCI, of which 7,199 were scrutinized, and 98 per cent of the overall ads scrutinized required some modification.
Among digital platforms, Meta accounted for the largest number of violations, representing 79 per cent of the problematic ads. Manisha Kapoor, the chief executive and secretary general of ASCI, highlighted that digital media presents a significant challenge for the self-regulatory organization (SRO) and emphasized the need for all stakeholders to work together to protect consumer interests.
Unlike traditional media such as TV, print, or other mediums, where the broadcast of an ad is uniform, the algorithm-driven world of digital ensures that different users see different ads on their screens, making monitoring all the more difficult. The ASCI is increasing its technology investments and has partnered with a French entity to help track ads in the digital universe. Kapoor noted that foreign jurisdictions also face similar challenges with digital ads.
From a sectoral perspective, of the 7,078 ads that required modification, 43.52 per cent were from offshore betting companies, while nearly 25 per cent were from the real estate sector. The SRO reported 3,347 ads to government regulators for appropriate action because they pertain to laws prohibiting advertising of harmful products like betting/gambling, drugs claiming magic health remedies, alcohol, and tobacco.
Beyond the betting companies, entities like Apple, Hindustan Unilever, and L'Oreal also featured among those that posted potentially violative ads. Kapoor stated that such entities engage with the SRO and take swift action as directed.
Frequently Asked Questions
What is the primary source of problematic ads according to the ASCI report?
Digital platforms, particularly social media, are the primary sources of problematic ads, accounting for nearly 95 per cent of the ads scrutinized.
Which company accounted for the largest number of violations on digital platforms?
Meta accounted for the largest number of violations, representing 79 per cent of the problematic ads on digital platforms.
What percentage of the ads required modification?
98 per cent of the overall ads scrutinized required some modification.
Which sectors are the biggest violators of ad regulations?
Offshore betting companies and the real estate sector are the biggest violators, with 43.52 per cent and nearly 25 per cent of the ads requiring modification, respectively.
What steps is the ASCI taking to address the challenges of monitoring digital ads?
The ASCI is increasing its technology investments and has partnered with a French entity to help track ads in the digital universe. They are also working with all stakeholders to protect consumer interests.
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