Watts calls this vision ASCI for AI, a plan to use artificial intelligence to make self-regulation smarter and faster. “We have to use AI to deal with AI in advertising,” he said.
He said ASCI’s strategy will focus on three pillars: education, thought leadership and technology. Looking to the future, Vatsa said ASCI will work closely with technology companies to build AI and machine learning tools for ad monitoring.
Watts said deepfakes pose one of the biggest risks to ad credibility, especially in influencer marketing and advertising. “It’s becoming very difficult to figure out what’s real and what’s not,” he said. ASCI plans to adopt a hybrid technology model with small in-house capacity supported by partnerships with technology companies. “We will have some capacity but we will work largely through partnerships,” he said.
According to ASCI’s latest annual complaint report, 94% of all violations came from digital media, while TV and print were almost completely compliant. Acknowledging the challenge of non-compliance in digital advertising, Vatsa said, “The good news is that Google, Meta and others are ASCI members, some are also on our board.” He said that having these will help in working faster.
ASCI is also engaging with ecommerce and instant commerce platforms to come under the self-regulatory umbrella, which Vatsa described as emerging platforms given their growing role in influencing consumer choices. ASCI’s voluntary compliance rate is around 85%, with the majority of cases resolved the first time. The council reviewed 9,599 complaints and investigated 7,199 complaints in fiscal year 2015, with the majority of non-compliant sectors including offshore betting and real estate. Vatsa said ASCI works closely with the Ministry of Information and Broadcasting, Department of Consumer Affairs and MeitY, and courts have recognized the effectiveness of self-regulation in reducing litigation. “There is clear recognition that first-tier self-regulation is a good thing,” he said.
ASCI collaborates globally through the International Council for Advertising Self-Regulation (ICAS) to address cross-border and AI-related challenges. Domestically, ASCI has partnered with Maharashtra RERA to improve standards in real estate advertising, and other state regulators are following its model.
He reiterated that ASCI will remain a self-regulatory body and not a regulator. “Our work is to create awareness, strengthen compliance and protect consumer trust in advertising.”