The Advertising Standards Council of India (ASCI) has introduced the ASCI Commitment Seal for its member organisations, offering a visual identifier of their pledge to uphold transparency, fairness and authenticity in advertising. Brands may display the seal across their websites, digital platforms, marketing collateral and campaigns to indicate a commitment to honest and accountable communication.
The initiative aims to build consumer trust by showing that advertisers are actively adopting self-regulation to maintain ethical standards. Designed for a digital-first environment, the seal encourages greater responsibility across the industry at a time when misinformation and misleading claims remain prevalent. ASCI anticipates that increased visibility of the seal among member organisations will prompt wider participation from other advertisers, contributing to a more trustworthy advertising ecosystem.
The seal does not act as an endorsement of any specific advertisement or platform. Instead, it signifies that the member organisation has committed to responsible advertising practices and will address consumer concerns through ASCI’s independent grievance mechanism.
Manisha Kapoor, CEO and secretary general at ASCI, said: “The ASCI Commitment Seal is a carefully crafted mark of commitment to responsible advertising and building consumer trust. When consumers see this seal on any piece of advertising, they can be assured that the organization believes in creating responsible advertising and would be responsive to a fair resolution to issues consumers may find with their ads.” She added that by displaying it across their communication, members can make their commitment visible and open to scrutiny through ASCI’s established resolution processes.
Amit Relan, CEO and Co-founder of mFilterIt, a global ad fraud detection and prevention company focused on Ad verification and transparency noted that ASCI’s Commitment Seal is a timely intervention to elevate accountability in advertising. According to him, as creative output accelerates, the risk of non-compliant or misleading communication increases, bringing with it significant reputational and regulatory implications.
“This initiative encourages brands to embed responsibility into every _piece of communication, not just at the point of approval but throughout the life of a campaign. We strongly support this step by ASCI — it sets a higher bar for the industry, and we are committed to contributing to an ecosystem where responsible advertising becomes the norm rather than the exception," Relan added.
ASCI maintains that the seal reinforces industry-wide efforts to preserve consumer confidence and encourage transparent dialogue between advertisers and audiences. The organisation plans to expand participation among members and deepen public awareness around responsible advertising standards.
