The Advertising Standards Council of India (ASCI) has reported a record voluntary compliance rate of 99.7% in the first quarter of FY2026–27, marking the highest level since the organisation began tracking the metric.
The compliance rate rose significantly from 86% in FY2025–26 and 83% in FY2024–25, reflecting greater adherence to the self-regulatory body's recommendations across the advertising ecosystem.
During the quarter, ASCI processed 1,616 cases involving 1,089 advertisements across sectors. Of these, 179 advertisements were related to influencer marketing.
According to ASCI, advertisers ranging from large brands to small businesses and individual influencers either modified or withdrew advertisements following its recommendations, contributing to the near-complete compliance rate.
The body noted that while print and television advertising have traditionally maintained high compliance levels, digital advertising has been more challenging due to the fragmented nature of the ecosystem. However, the latest quarter indicates that compliance in digital advertising is increasingly aligning with traditional media.
Commenting on the development, Manisha Kapoor, CEO and Secretary General of ASCI, said, "A voluntary compliance rate of 99.7% is a strong indicator of the industry's commitment to responsible advertising and the effectiveness of India's self-regulatory model. Advertisers are increasingly recognising that consumer trust is earned through truthful and transparent communication."
She added that ASCI remains committed to supporting innovation in advertising while ensuring consumer interests remain central to brand communication. Kapoor also acknowledged the role of the Consumer Complaints Council (CCC) and ASCI's technical experts in maintaining consumer trust and strengthening the self-regulatory framework.
ASCI said the latest figures underscore growing acceptance of its recommendations among advertisers, agencies, influencers and digital platforms, reinforcing the effectiveness of India's advertising self-regulation model.
