The Advertising Standards Council of India (ASCI) has revealed that the real estate sector accounted for the highest number of advertising norm violations between April and September 2024. In its Half-Yearly Complaints Report 2024-25, ASCI disclosed that out of the 3,031 advertisements it investigated, an alarming 34% originated from the real estate sector. Illegal betting advertisements followed with 29%, while healthcare advertisements accounted for 8%.

Real Estate: A Sector Under Scrutiny

ASCI reported that 1,027 advertisements from the real estate sector were flagged and forwarded to the Maharashtra Real Estate Regulatory Authority (MahaRERA) for evaluation. The findings were striking—99% of these advertisements violated the MahaRERA Act. In response, MahaRERA imposed penalties on 628 developers, amounting to a total of ₹88.90 lakh.

ASCI highlighted that 59% of the violative advertisements were promptly addressed, with advertisers either modifying their content to include mandatory information or withdrawing the ads altogether.

Illegal Betting: A Growing Concern

The illegal betting and gambling sector emerged as the second-highest violator of advertising norms. ASCI investigated 890 advertisements in this category and forwarded them to the Ministry of Information and Broadcasting for action. Of these, 831 Instagram posts featured betting tickers that redirected users to offshore betting platforms.

“These betting-related tags and tickers often appear on fan and community pages on Instagram,” the report stated. “Page owners reportedly earn between ₹2,000 and ₹3,000 daily for showcasing these logos.”

Additionally, ASCI identified 50 websites and social media pages promoting illegal betting apps and platforms, while nine influencer posts were found endorsing betting services.

Greenwashing: Eco-Claims Without Substance

ASCI also scrutinized 100 advertisements for violations of its guidelines on environmental claims. A significant number of these violative ads came from the Home Care sector, where products were labeled as eco-friendly or environment-friendly without adequate supporting data.

“The rise in such misleading claims reflects the need for stricter verification of green advertising,” ASCI noted.

Compliance and Enforcement: Key Highlights

Of the total advertisements reviewed during the period, 53% were not contested by advertisers and were promptly withdrawn or corrected.

ASCI’s findings underline the ongoing challenges of ensuring transparency and accountability in advertising across sectors. With real estate, illegal betting, and misleading green claims leading the list of violations, the regulatory body continues to work towards fostering responsible advertising practices in India.