In 2026, ASCI’s focus will be industry collab & consumer protection: Manisha Kapoor

As 2025 draws to a close, Manisha Kapoor, CEO & Secretary General of ASCI, has reflected on how the year became a turning point for balancing innovation with consumer trust in advertising.

“2025 has been a transformative year for advertising regulation in India as we navigate the rapid evolution of AI-driven marketing and increasingly complex digital ecosystems. ASCI has responded by significantly strengthening monitoring systems and oversight mechanisms to keep pace with these changes. We’ve expanded our partnerships with digital platforms, enhanced our AI-powered ad scanning capabilities and processed record volumes of complaints while maintaining our commitment to swift resolution,” Kapoor has shared.

“Our work on regulating betting, gambling and offshore betting advertisements has been particularly crucial, as we’ve worked closely with stakeholders to protect consumers from misleading claims in this high-risk category.

The influencer marketing space continues to demand attention. As detailed in our half-yearly complaints report, ASCI conducted its second dipstick study on Forbes India’s Top 100 Digital Stars 2024, who collectively command a following of over 110 million. The study revealed an increase in the number of influencers failing to disclose paid collaborations – 76% vs 69% the previous year. Accordingly, we’ve made considerable progress in ensuring transparency and authenticity in digital endorsements,” she mentioned.

“In 2026, ASCI will continue to lead the evolution of the Indian advertising industry. We’re preparing for the next wave of AI applications in advertising, from generative content to targeting algorithms, ensuring that innovation and consumer trust go hand in hand. Our focus will remain proactive regulation, industry collaboration and creating frameworks that protect consumers while allowing creativity and business growth to flourish,” added Kapoor.