Advertising standards require businesses to communicate offers honestly, support factual claims and avoid misleading consumers. India’s framework includes consumer-protection law, sector rules and self-regulatory standards. Different bodies perform different roles; there is no single blanket advertising approval that validates every campaign.
Reviewed 6 October 2026. This page explains the core distinction and a practical approval workflow.
ASCI and CCPA: who does what?#
| Body/framework | Role | Business implication |
|---|---|---|
| Advertising Standards Council of India (ASCI) | Self-regulatory code and complaint framework | Review advertising against the code and relevant guidelines |
| Central Consumer Protection Authority (CCPA) | Statutory consumer-protection enforcement and guidelines | Comply with legal requirements governing misleading advertising |
| Sector regulators | Rules for particular products, services or professions | Identify restrictions before publishing sector-specific claims |
ASCI’s code addresses truthful claims, decency, harmful content and fairness in competition. It is a self-regulatory body rather than a government agency issuing a universal licence. Official ASCI code.
CCPA notified the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022. They address matters including misleading claims and disclosures. A disclaimer cannot repair a misleading main claim by hiding material information. Official CCPA announcement, Department of Consumer Affairs legal library.
How to substantiate advertising claims#
Make a claim register before launch. Record the precise wording, target audience, supporting evidence, qualification, owner and review date. Evidence should match the actual product and the claim’s scope.
For example, a result measured for one product variant should not be presented as proof for all variants without support. A comparison needs a defined basis and a fair comparison set. Terms such as “best”, “guaranteed”, “free” and numerical savings need particular scrutiny when consumers could interpret them as factual promises.
Disclosures and endorsements#
Review the full customer experience: headline, imagery, price, conditions, voiceover, landing page and checkout. Important qualifications need to be understandable and visible where relevant. Commercial relationships and endorsements require the applicable disclosures; use the current sector and medium-specific guidance.
ASCI maintains specific guidelines alongside its code. Check the current guideline for the campaign rather than assuming one disclosure format fits every medium. Official ASCI guidelines.
Campaign approval checklist#
Before an advertisement goes live
- Identify product, audience, medium and applicable sector restrictions.
- List factual, comparative, pricing and performance claims.
- Match each claim to current evidence and its permitted scope.
- Review disclosures, offer conditions and commercial relationships.
- Check consistency between advertisement, landing page and checkout.
- Record accountable approval, final creative and publication dates.
- Establish complaint handling and a correction or withdrawal process.
Retain the final published version and evidence used for approval. Marketing teams should be able to explain why a statement was made and what changed when the offer was updated. Keep this evidence within the sales and marketing record system.
Frequently asked questions#
Is ASCI a government regulator?
ASCI is a self-regulatory advertising body. CCPA and relevant sector authorities exercise distinct statutory roles. Compliance needs an assessment of both legal requirements and relevant advertising standards.
Can fine print correct a misleading headline?
A disclaimer should not contradict or conceal a misleading main claim. Review whether the overall message gives consumers an accurate understanding of the offer.
What should an advertising approval record contain?
Keep the claim, supporting evidence, qualifications, reviewer, final creative and publication version together. Record changes so complaints can be assessed against the advertisement actually seen.
Review your advertising process#
Contact SigmaTenders with your product category, channels and sample claims to discuss a compliance checklist and approval-record workflow.