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Sudhanshu Vats, MD, Pidilite Industries Ltd
The Advertising Standards Council of India (ASCI) will ramp up efforts on driving proactive education about responsible advertising. It will also look at building new capabilities to keep pace with the fast-evolving digital landscape including artificial intelligence (AI).
Sudhanshu Vats, MD, Pidilite Industries Ltd, who was named the new Chairman of ASCI last month, told businessline, “One of the key priority areas for ASCI is driving awareness and education in the industry. In recent years, ASCI Academy has expanded the organisation’s mandate from compliance to proactive education, thought leadership and innovation. As we go forward, we will dial up these efforts on training, education, outreach and research on preventive aspects of advertising self-regulation.”
The self-regulatory body is next launching a children’s advertising and medial literacy programme to train school students to evaluate advertising messages and reduce their vulnerability to misleading and harmful ads.
In recent years, ASCI has been focusing on tackling emerging challenges such as dark patterns on platforms and guidelines for influencers.
Consumer protection
“We will continue to get more involved in the conversations that are relevant for consumer protection through white papers and discussions. This work will further deepen and widen in the future. Also ASCI will continue to adapt and evolve to keep pace with the fast-changing digital landscape. We are closely looking at the impact of artificial intelligence and will focus on building capabilities for the same. Similarly, deepfake is another area of concern,” Vats added.
The industry body recently announced it will be expanding its footprint in New Delhi and Bengaluru. Among other upcoming initiatives is an ethnographic research amongst Gen Alpha to help develop a framework for responsible advertising keeping in mind the new generation.
“ In its 40th year of existence, the fast-evolving digital landscape poses the biggest challenge. ASCI often takes suo motu cognisance of instances where there has been violations. As advertising evolves with new technologies and formats, our responsibility is to ensure it is executed with integrity,” he added.
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Published on October 15, 2025 15:45