ASCI releases advertisement complaints report; educational, healthcare products advertisements found most objectionable

The Advertising and Standards council of India (ASCI) has released a report based on complaints in 2021-2022. Not having an accurate picture representing the advertisement has emerged as the primary issue for ASCI.

Meanwhile, the most objectionable advertisements have come from the education (33%) sector. In other sections, advertisements about healthcare products (16%) and personal care (11%) follow the education sector.

Advertisements about cryptocurrency was 8 per cent along with food & beverages companies and online real money gaming platforms being 8 per cent each.

ASCI observed 5532 advertisements across various media settings and came to this conclusion.

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According to ASCI, 39 per cent of advertisements were not contested by the advertiser; which means that there were no problems with the objections.

At the same time, in 55 per cent of the advertisements, the questions raised were found to be warranted and only 4 per cent complaints of advertisements did not have a proper case.

ASCI also found out that a whopping 94 per cent advertisements out of 5532 needed corrections. The advertisements that had celebrities in it saw 41 per cent rise in the complaints.

In 2021, most advertisements were given by the personal care, food & beverages, cryptocurrency and online real money game platforms, said ASCI.

In terms of most objectionable advertisements, digital platforms saw most complaints at 48 per cent. After that, print saw 47 per cent of the advertisements categorised as objectionale. Other mediums along with TV saw 5 per cent of the unwanted content.

The ASCI also said that in 2021, the advertisement industry rose to 70,715 crore. From which, digital marketing is a consistently growing segment with 21,353 crore.

ASCI further estimates that by 2023, the value of the advertisement industry would be at 93,119 crore. The digital would be a front-runner here as well with 35,809 crore.