Influencer ad disclosures worsen in 2025: ASCI’s Manisha Kapoor

New Delhi: Influencer marketing remains a key concern for Indian advertising self-regulator ASCI, with its latest dipstick study showing a rise in the number of influencers failing to disclose paid collaborations.

“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,” said Manisha Kapoor, CEO and Secretary General, Advertising Standards Council of India (ASCI), in a year-end note.

Kapoor said 2025 has been “a transformative year for advertising regulation in India” as ASCI navigated the rapid evolution of AI-driven marketing and increasingly complex digital ecosystems. 

She said ASCI strengthened monitoring systems and oversight mechanisms, expanded partnerships with digital platforms, enhanced AI-powered ad scanning capabilities, and processed record volumes of complaints while maintaining a focus on swift resolution.

She also flagged ASCI’s work on regulating betting, gambling and offshore betting advertisements. “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,” Kapoor said.

On industry-led trust initiatives, Kapoor said ASCI’s Commitment Seal, launched in November, has seen strong traction. She described it as a visual cue certifying members’ pledge to uphold transparency, fairness and authenticity in advertising, and said brands can display it across websites, digital platforms, collaterals and campaigns.

Kapoor said ASCI has also prioritised protecting children, pointing to its AdWise programme for school students, which aims to cover one million children across India by the end of 2026. The programme is aimed at improving advertising literacy for students in Grades 3 to 8, she said, adding that it has already delivered “great results”.

ASCI has also partnered with the National Law School of India University (NLSIU) through its Chair on Consumer Law and Practice to set up an Ad Regulation Forum for research and policy discussions on advertising and consumer law. Kapoor said the forum will facilitate dialogue between ASCI members and experts on complex topics in ad regulation, with the goal of balancing innovation with consumer trust. She said the outcomes will inform summary and recommendation notes to appropriate authorities.

Looking ahead, Kapoor said ASCI will prepare for the next wave of AI applications in advertising, including generative content and targeting algorithms, while keeping consumer trust central. “Our focus will remain proactive regulation, industry collaboration and creating frameworks that protect consumers while allowing creativity and business growth to flourish,” she said.