From Watchdog to Enabler: Partha Sinha reflects on a transformative year at ASCI

Partha Sinha, one of Indian advertising’s most respected strategists, steps down tomorrow as Chairman of the Advertising Standards Council of India (ASCI). His one-year tenure is credited with steering a decisive shift, with ASCI moving from being seen largely as a “policeman” to aspiring to act as a partner and enabler for the industry.

On the eve of his exit, he reflected with exchange4media on a year that pushed the self-regulatory body into the centre of India’s digital advertising debate.

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“When I took charge, two things stood out,” Sinha recalled. “Advertising had gone overwhelmingly digital, but public trust hadn’t caught up. And ASCI was still perceived as a ‘policeman’ rather than a partner. Our goal was to make ASCI digital-first and enabling—help honest brands move faster and make it tougher for bad actors to mislead.”

That vision translated into a proactive approach. Nearly 90% of violations flagged this year came from ASCI’s own digital surveillance rather than public complaints. “Case-closure times dropped by almost half. That changes the culture—from chasing complaints to preventing them,” Sinha says.

Influencer marketing, often described as a minefield, came under sharper focus. ASCI pushed for stricter disclosure norms across platforms, with special emphasis on sensitive sectors like health and finance. “Creators must clearly state credentials and mark paid posts. It protects consumers and serious influencers alike,” he said.

Another flashpoint was the surge in offshore betting promotions—among the fastest-growing risk categories. “We worked with ministries and platforms to ensure responsible-gaming disclaimers are now standard and legally aligned,” he noted.

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ASCI also emerged as an early mover against dark patterns and deceptive design. Guidelines were issued against drip pricing, disguised ads, and manipulative user-experience tricks. “The point is not to slow marketing, but to design for consent, not confusion,” Sinha stressed.

Looking back, he is clear about how he wants his tenure remembered. “For proving that truth is not the enemy of growth—it’s the engine. We showed that smart self-regulation can keep pace with AI-driven, always-on advertising. The secretariat and board made it happen; our role was to translate between regulators and creators so that compliance becomes culture, not fear.”

As he hands over the baton, Sinha believes the next chair will have to confront new challenges, from AI-generated advertising to pre-clearance tools for influencers and deeper scrutiny in high-risk sectors like healthcare and real estate. “The foundation has always been there; now it’s about scale,” he said.

His parting message to the industry is both simple and profound–“Design for clarity and consent, and growth will follow.”