ASCI's on a journey to bring brands in tune with the larger shifts in society on gender narrative.
ASCI received 6,527 complaints of ads with false claims last year, of which 2,357 were upheld.
It has advised all channels to comply with the recent ASCI guidelines.
Interestingly, viewership of digital ads is the same in rural areas and metros.
The regulatory guidelines will be effective from 15 December 2020.
