Digital ads dominate FY22, ASCI relies on AI-powered tracking system

The Advertising Standards Council of India (ASCI) said on Tuesday that it had implemented a digital tracking system and was using an artificial intelligence-based system to monitor advertisements for misleading content in a digital world.

ASCI, when releasing its annual complaints report for the 2021-22 financial year, said it had received 7,631 complaints and handled 5,532 advertisements across different mediums including print, digital and television.

In this regard, the education sector remains the largest sector in violation, followed by health care and personal care.

Additionally, in FY22, 48% of objectionable ads were in digital media, followed by print media with 47% and 3% in television, and the remaining 2% in other media.

Now, “the digital ecosystem takes center stage – be it influencers who contributed to almost 29% of all complaints handled by ASCI,” the report said, adding that the fiscal year 22 also witnessed “the emergence of categories such as crypto and gaming in the lead”. five categories of violation. ”Ads are increasingly served and consumed on personal screens, making it difficult for regulators to truly understand the scale and impact, ASCI said, adding that ”the volume of units Ad creative has exploded, and it’s estimated that the average person is exposed to 6,000 to 10,000 ads a day.” ”There’s a lot of action around digital. We use our AI-based monitoring systems. It has been a very digital-focused year for us,” ASCI CEO and Secretary General Manisha Kapoor said during a virtual media roundtable.

The regulator has a link with a French company. ASCI had started with them as influencer work and has now expanded to look at brand platforms etc.

“This uses certain algorithms and highlights advertisements that could be misleading and violate ASCI code. We have a team, which ultimately decides which ads are infringing and should be removed,” she said, adding, “We also work closely with TAM (Media Research) and they have feeds. ASCI would continue to invest in AI and other technologies to scan ads, Kapoor said.

In the digital space, 43% of objectionable ads were on Instagram, 28% on Youtube, 18% on the website, 6% on Twitter, and the remaining 3% on Facebook.

“Digital media has been matured,” ASCI said, adding that it had made “significant investments in digital monitoring, whether it was the 3,000 websites we monitored or the ‘AI identification of the disguised advertisements we have run’.

2021-22, marks a new era of digital-focused guidance, oversight and compliance, while keeping tabs on TV and print media, ASCI said.

“With a focus on the digital realm, ASCI recorded an overall compliance rate of 94%,” he said.

Commenting on the annual report, ASCI Chairman Subhash Kamath said that in 2021-22 the advertising regulator had delivered on its promise to increasingly scrutinize digital media given how it dominated the advertising landscape.

”We invested a lot in technology and it worked quite well. We’ve also updated our complaints system, making it very easy for consumers to register their complaints and for advertisers to respond to them.

“Going forward, we will continue to be at the forefront of understanding how best to regulate and oversee the digital edge, even as we continue to streamline our processes to become more responsive and proactive,” he said. he declares.

In FY22, about 75% of complaints were taken up by the regulator and 21% by the consumer, while the rest came from intra-industry and government complaints.

“In 2021-2022, ASCI handled 62% more advertisements compared to the previous year and 25% more complaints,” he added.

Of the 5,532 complaints handled, “94% of the advertisements required modification”.

Overall, the education sector led the way with the most criticized category label at 33%, followed by healthcare at 16%.

Additionally, the report also noted a 41% increase in complaints of misleading claims in advertisements featuring celebrities compared to the previous year.

“Complaints about misleading claims in advertisements featuring celebrities saw a 41% increase, of which 92% narcotics violated ASCI guidelines,” he said.

(This story has not been edited by the Devdiscourse team and is auto-generated from a syndicated feed.)