Education sector continues to lead ad violations with 27% share in all complaints processed between April-Sept 2022: ASCI report

As compared to the first half of 2021-22, the Advertising Standards Council of India (ASCI) saw a 14% rise in the number of complaints between April-September 2022.

The number of complaints received in the first half of 2021-22 was 2,935, while the number reached 3,340 in the first half of the ongoing year.

As per the self-regulatory body, the number of ads processed also rose by 35%, from 2,043 in H1 of 2021-22 to 2,764 in 2022-23 H1.

The Education sector continued to remain the most violative sector with 27% of the complaints related to it. Out of which, 22% belonged to the classical education category and 5% were from the ed tech sector.

It was followed by personal Care (14%), Food and Beverages (13%), Healthcare (13%), Gaming (4%), Durables (4%), Realty (4%), Crypto (4%), E-commerce (3%) and Finance (4%). 

As per the report, when it comes to medium-wise potential violations, digital media (55%) and Print (39%) accounted for the maximum number of objectionable advertisements, followed by TV which was 5%.  

In the Digital Category, 27.4% violations were found coming from Instagram, 24.3% from YouTube, 8% from Facebook, 32.8% from Web/Mobile Apps/e-commerce and 7.6% from Twitter, LinkedIn, OTT, etc.

As per ASCI, out of the total ads processed, 98% of the complaints were received from its digital complaint Management System- TARA and 2% from e-mails.

While 65% of the complaints were suo-motu, 16% complaints came from the consumers, 15% from the government, 3% were intra-industry and 1% complaints came from consumer organisations.

The report also highlighted that 92% of the overall advertisements processed required some modification, while 32% of all ads processed were not contested.

ASCI’s TARA saw nearly 60% complaints coming from suo-motu tracking, 34% from direct system, 3% from WhatsApp and the remaining 1% from Smartbot.

According to Manisha Kapoor, CEO and Secretary-General, ASCI, “Looking at the rapid growth of digital advertising, we have invested heavily in ad-surveillance technology. We will continue to upgrade and streamline our processes to provide a more responsive platform to all stakeholders, including consumers, brands and government bodies.”

“In our constant pursuit of transparency, we have released a comprehensive report about the kinds of complaints and outcomes that ASCI has looked into during the first six months of the financial year,” she said.

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