India
ASCI Names Sudhanshu Vats Chairman, S Subramanyeswar Vice-Chairman, Paritosh Joshi Treasurer: The Advertising Standards Council of India (ASCI), the nation’s self-regulatory body for advertising, marked its 40-year milestone with new leadership and bold initiatives. At its 39th Annual General Meeting (AGM), Sudhanshu Vats, Managing Director of Pidilite Industries Ltd, was elected the new chairman.
Alongside Vats, S Subramanyeswar, Chief Strategy Officer at MullenLowe Global, was appointed vice-chairman, while Paritosh Joshi, Principal at Provocateur Advisory, assumed the role of honorary treasurer.
Leadership for a Milestone Year
Accepting the role, Vats emphasized the growing importance of ASCI in today’s dynamic advertising ecosystem. He said, “As advertising evolves with new technologies and formats, our responsibility is to ensure it is executed with integrity – centered around the product promise, respectful of the community, and mindful of consumers.”
Outgoing chairman Partha Sinha reflected on ASCI’s journey. He noted that the council has transformed from being a watchdog into an enabler of responsible communication. “We have stepped firmly into the digital arena, because responsibility cannot lag behind technology,” he said.
Key Initiatives to Mark 40 Years
To commemorate its 40th year, ASCI announced several forward-looking initiatives, including:
- AdWise Program: A children’s media literacy project to train over one million students in evaluating and questioning advertising messages.
- Ethnographic Research on Gen Alpha: Developing frameworks for responsible advertising to younger audiences.
- Expansion in Bengaluru and Delhi: Strengthening ASCI’s regional presence.
- Advertising Codes Resource: In partnership with Khaitan & Co., a comprehensive legal and regulatory repository.
- Podcast Series: Collaboration with The Logical Indian and Marketing Minds to spread awareness on responsible advertising.
- Visual Asset for Members: A symbol for brands to showcase their commitment to ethical advertising.
Four Decades of Building Consumer Trust
Founded in 1985, ASCI began as a voluntary initiative to uphold consumer protection and advertising responsibility. Over the years, it has influenced major regulations, collaborated with government ministries, and achieved compliance rates of 98% in print, 97% in TV, and 81% in digital advertising in FY 2024–25.
ASCI’s recommendations have been acknowledged in multiple Supreme Court cases, further solidifying its role in consumer protection. With the ASCI Academy launched in 2023, the council has moved beyond compliance to focus on education, research, and innovation.
From guidelines on influencer conduct and cryptocurrency ads to pioneering work on dark patterns and gender stereotyping, ASCI has consistently shaped the future of responsible advertising. Its global partnerships and research-led approach underline its ambition to remain at the forefront of ethical advertising practices.
