Influencer marketing in India continues to face serious ethical challenges. The latest report by the Advertising Standards Council of India (ASCI) reveals widespread violations, with nearly 60 percent of top influencers promoting products that are prohibited by law.
The Advertising Standards Council of India (ASCI) has raised serious concerns over the growing number of misleading and illegal advertisements, especially on digital platforms. The first half of FY26 saw offshore betting, personal care, healthcare, food, and education emerge as the biggest violators of advertising norms.
According to ASCI’s latest Half-Yearly Complaints Report (2025–26), 97 percent of total ad violations came from digital platforms. Meta led the list with 78.9 percent, followed by websites at 13.7 percent, Google at 4.6 percent, and property portals at 3 percent. Traditional media like TV and print accounted for less than 3 percent of total violations.
A major concern is the surge in illegal betting promotions. ASCI flagged 4,575 such ads, with almost 99 percent detected through proactive monitoring. Many of these are disguised as “gaming” collaborations or influencer-backed promotions, which continue to reach millions of viewers despite strict legal bans.
The personal care segment also came under scrutiny with 367 flagged ads, mostly related to skincare products. This was followed by 332 healthcare, 211 food and beverage, and 71 education-related ads that failed to meet advertising standards.
Influencer marketing remains a major area of concern. ASCI reviewed 1,173 influencer ads, and 98 percent of them required modification for failing to follow mandatory guidelines. Shockingly, 76 percent of India’s top influencers, as listed by Forbes, violated disclosure rules set by ASCI and the Central Consumer Protection Authority (CCPA). Even more troubling, nearly 60 percent of these influencers were found promoting products that are prohibited by law.
ASCI CEO and Secretary-General Manisha Kapoor said that the continued exposure to banned betting ads and poor compliance from top influencers shows the urgent need for stronger action. “The widespread exposure to betting ads despite the ban, as well as the disappointing standards set by top influencers, are challenges coming to the fore,” she said.
She added that while voluntary compliance is improving, stricter regulatory action is needed against repeat offenders to protect consumers. ASCI has been sharing data with government regulators to strengthen enforcement and ensure accountability in digital advertising.
