ASCI report highlights EdTech sector's commitment to responsible advertising: IAMAI's IEC

The Annual Complaints Report 2022-23 by the Advertising Standards Council of India (ASCI) highlights the EdTech sector’s commitment to responsible advertising, according to the India EdTech Consortium (IEC), operating under the aegis of the Internet and Mobile Association of India (IAMAI).

Out of the total 8,951 complaints made to ASCI, of which 7,928 were processed, the Indian EdTech industry accounted for just 2.7% in 2022-23, as per the recently published report.

The report reveals that the EdTech sector accounted for the least number of complaints, highlighting its commitment to responsible advertising, IEC said.

The IEC said that adopting a multi-stakeholder and collaborative approach has been proactive in self-regulating and resolving challenges faced by the nascent EdTech industry. 

The consortium has conducted internal meetings and engaged in discussions with the Consumer Affairs Department, Government of India, and other relevant agencies, providing them with information on complaint registration and resolution rates. 

“As a result of the IEC's visibility and proactive approach, the number of complaints has significantly decreased while achieving a remarkable resolution rate above 95%,” it claimed.

To further strengthen consumer protection and ensure accurate advertising practices, the IEC last year conducted a joint study with the ASCI titled 'Raising the bar on EdTech advertising.' The survey actively sought feedback from randomly selected students, parents, and industry experts, with a commitment to acting upon the feedback and enhancing the overall learning experience. 

According to the study's findings, 9 out of 10 parents consider ads as important factors in selecting classes or courses for their children's education. Three-quarters of the ads did not make exaggerated promises or guarantee academic success. The study also revealed that ads significantly influence parents' decisions when selecting an EdTech platform, with 49% of parents finding ads helpful in making choices.

IEC further said that it remains dedicated to incorporating its findings to further enhance transparency, authenticity, and accuracy in EdTech sector’s advertising.

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