Influencer cases contributed 22% of ads processed: ASCI H1 FY24 Complaint Insight

In the ASCI Half Yearly Complaint Insights 2022-23, influencer cases accounted for 22% of processed ads, a decrease from last year's 28% between April to September.

ASCI found 99.4% of advertisements violating Influencer Guidelines.

Among 789 complaints, 0.9% were dismissed, 78.4% were non-contested, and 20.7% were upheld.

Notably, Personal Care dominated violations at 43%, followed by Fashion & Lifestyle at 25%, and F&B at 16%. Other violative categories include EdTech, Gaming, Services, Others, and Baby Care.

The report emphasised 92% compliance for April-September in the current fiscal year, citing non-disclosure by influencers in digital media as the primary reason for ASCI's guidelines violations.

Compliance data is reported for the period April 23 to September 23.