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Influencers, D2C brands make personal care amongst top three violative sectors in ads, discloses ASCI

Influencers, D2C brands make personal care amongst top three violative sectors in ads, discloses ASCI
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Mumbai, India – In its latest report titled ‘Objectionable ads in the Beauty & Personal Care category and the rising impact of influencer marketing & D2C brands’, ad watchdog for India Advertising Standards Council of India (ASCI) has revealed that the personal care sector has emerged amongst the top three violators.

According to ASCI, the personal care sector contributed to 12% of all objectionable advertisements it examined. The regulatory body processed complaints against 1,126 advertisements in the said sector from 2021 to 2022 and from Q1 to Q3 of 2022 until 2023.

The report has further unveiled that 5.7% of ads in violation of the ASCI Code were from the personal hygiene category, 30.3% from the skincare category, 24.7% from the cosmetics category, 19.4% from hair care, and 17.5% from multiple categories.

Social media influencers were responsible for 68% of the ads processed in the personal care category, out of which 92% violated the ASCI Code and required modifications. Of those, 77% were not contested and the voluntary compliance rate stood at 91%.

Meanwhile, 84% of violative ads belonged to D2C brands, which have a significant presence on social and digital platforms The platform split for violative ads in personal care was also divided amongst Instagram with 55.3%, YouTube with 25.9%, Facebook with 11.3%, and websites with 4.8%.

Speaking about the report, CEO and Secretary General of ASCI Manisha Kapoor said, “Personal care, particularly on digital platforms, is a high engagement space for consumers, and it is important that their interests be protected. Over the past few years, ASCI has constantly strived to update its guidelines to extend consumer protection to many emerging sectors and platforms.”

Kapoor likewise mentioned that the organisation’s AI-based digital monitoring made it possible to efficiently identify violations and drive compliance.

Moreover, the other top two violators mentioned in the report were education at 26% and healthcare at 15%. The launch of influencer guidelines in May 2021 along with ASCI’s AI-based tools has also added to the increased number of ads under scrutiny.

The report follows the amendments in ad disclaimers the ASCI has made last month.

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