History & Key Milestones

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Discover more about our history and key milestones

ASCI was formed in 1985 by professionals from the advertising and media industry to keep Indian ads decent,
fair and honest. Over the years, our work and role has evolved greatly.

2024

  • ASCI and DoCA Host Consultation with Stakeholders on Surrogate Ads
  • ASCI publishes Guidelines to Ensure Honest Environmental Claims in Advertisements

2023

  • ASCI and Futurebrands launch ‘Wielding Influence, Nurturing Trust’ study at its #GetItRight Brand Influencer Summit in February 2023
  • ASCI releases its ‘Influencer Trust Report’ a consumer dipstick study that unveils reasons for consumer trust and distrust among influencer, February 2023
  • ASCI releases ‘EdNext’” study that lays down progressive and responsible approach to advertising for the EdTech industry in January 2023
  • ASCI publishes guidelines for advertisements for charitable causes
  • ASCI and Khaitan & Co Release Whitepaper: Leveraging Generative AI: Opportunities, Risks and Best Practices
  • ASCI unveils the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns.
  • ASCI and the Unstereotype Alliance Unveil Study on Diversity & Inclusion in Advertising, with research partner Kantar at the D&I Edge Summit

2022

  • ASCI releases – Complaints report on ‘“What India Takes Offence to’ and ‘Influencer Advertising’ Reports in January 2022
  • ASCI publishes guidelines for Advertising of Virtual Digital Assets (Cryptocurrency)
  • ASCI Code updated for greater inclusivity
  • ASCI publishes Guidelines for ‘Harmful Gender Stereotypes in Advertising ’released by Hon’ble Cabinet Minister for Women and Child Development (WCD), Smt. Smriti Zubin Irani in June 2022

2021

  • ASCI releases ‘Gendernext’ Report in collaboration with Futurebrand In October 2021
  • ASCI unveils its new Brand identity in August 2021
  • ASCI publishes Guidelines for Influencers Advertising in Digital Media and ASCI.Social website in May 2021
  • ASCI wins 2 ICAS Awards for ‘Best Awareness Raising Initiative’ and ‘Best Sectoral Initiative’ categories. In the ‘special category at ICAS’. ASCI received a special mention for its extensive digital suo-moto monitoring through the NAMS initiative in June 2021
  • ASCI launched a consumer connect initiative through its #ChupNaBaitho digital campaign in January 2021

2020

  • Suo motu ad monitoring expanded to 3,000 digital platforms
  • ASCI publishes Advisory for COVID-19 advertising across industries in October 2020
  • ASCI publishes Guidelines For Real-Money Gaming (RMG) Ads in November 2020
  • ASCI released a report on ‘The Trust in Advertising” Report published in collaboration with Indian Society of Advertisers’ in September 2020

2019

  • Delhi district court settled that ASCI has the power to regulate ads as per guidelines laid down. It re-affirmed the remit of ASCI over non-members
  • Insurance Regulatory and Development Authority guidelines specify that ASCI code is the minimum standards to be adhered to in addition to IRDA’s advertising guidelines
  • Guidelines for Usage of Awards and Rankings in Advertisements are laid down

2018

  • Ministry of Information & Broadcasting issues advisory to all TV broadcasters to carry ASCI scroll encouraging viewers to raise complaint against objectionable ads

2017

  • Guidelines for Celebrities are adopted
  • ASCI is invited on the executive committee of International Council of Advertising Self-regulation

2016

  • MoU with Ministry of AYUSH to co-regulate Misleading ads signed

2015

  • WhatsApp number +917710012345 or registering complaints is launched
  • MoU signed with Food Safety and Standards Authority of India to address misleading F&B ads
  • Guidelines for Disclaimers are laid down

2010 - 2014

  • Guidelines for skin lightening/ fairness products are laid down
  • Launch of ASCI Mobile App supporting Android and iOS devices
  • Won European Advertising Standards Alliance Best Practice Gold Award
  • Department of Consumer Affairs engages with ASCI to curb misleading ads
  • e-Learning programme for advertising professionals, marketing students, etc is launched
  • Suo motu (proactive) monitoring of ads through National Advertising Monitoring Services (NAMS) started
  • Guidelines for Advertising of Educational Sector and Supers / disclaimers are laid down

2005 - 2009

  • Category Specific Guidelines for Food & Beverages and automobiles started
  • ASCI becomes Member of European Advertising Standards Alliance
  • Government of India officially recognises ASCI as advertising self-regulator

2000 - 2004

  • The Indian Broadcasting Foundation (IBF) Executive Committee fully supports the self-regulation movement and agree that in future, all TVC Ads that violate the ASCI Code, will not be run by IBF’s members
  • Website is launched by Minister of I&B on 31st March 2001
  • New Press Campaign inviting complaints from consumer is launched in July 2001

1995 - 1999

  • New CCC Procedure for Processing Complaints is adopted on 1st December 2000
  • The New Advertising Code is issued in April 1995
  • The revised Code “applies to advertisements read or viewed in India by a significant number even if carried by media that are published or originate abroad”.

1990 - 1994

  • The first full-time Secretary-General of the Council is appointed in December 1993 – Mr. Gualbert Pereira
  • The International Chamber of Commerce found ASCI’s approach to achieving self-regulation in advertising, a workable model for the European Community

1985 - 1989

  • The ASCI Code became part of the Advertising Code of Doordarshan and All India Radio
  • Mr. Anil S Gore appointed as Honorary Secretary-General on 28 May 1986
  • Number of members in the first year was 71
  • ASCI was founded on 21st October 1985 by 43 members