The Advertising Standards Council of India (ASCI) has released its report, ‘The Heat Is On: ASCI Review of Summer Advertising Claims’, analysing 40 advertisements across categories such as personal care, cooling appliances, air purifiers, sunscreens, wearables and travel-related products between April and June 2026.
The review found that 39 out of 40 advertisements required modification or withdrawal following ASCI’s intervention. Of these, 21 advertisements were modified or withdrawn voluntarily, while 18 advertisements were held to be in violation of the ASCI Code by the Consumer Complaints Council. Only one advertisement successfully substantiated its claims and was not found to be in breach.
According to the report, advertisements for sun protection and tan removal products recorded the highest number of violations, followed by cooling appliances, air purifiers and products promoted for indoor comfort.
ASCI also raised concerns over advertisements for skin-brightening and tan-removal products targeted at babies and children, stating that several campaigns reinforced colour-based stereotypes.
The report further noted that claims related to UV protection, cooling performance, air purification and protection against pollutants and bacteria were, in several instances, not backed by adequate scientific evidence.
Among the recurring issues identified were a lack of evidence supporting advertising claims, failure by some advertisers to engage with ASCI during the review process, insufficient substantiation for leadership and performance claims, and inadequate due diligence by influencers and celebrity endorsers.
Commenting on the findings, Manisha Kapoor, Chief Executive Officer and Secretary General, the Advertising Standards Council of India, said that while seasonal advertising addresses consumer needs such as staying cool, sun protection and skincare, the claims made must be supported by credible evidence. She added that the review found many advertisements relied on broad or exaggerated claims that could not be substantiated, while some also reinforced harmful stereotypes.
According to her, responsible advertising enables consumers to make informed decisions and strengthens long-term trust in brands.
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