What is the ASCI Code and is it law?

The ASCI Code is the Code for Self-Regulation of Advertising Content in India, kept by the Advertising Standards Council of India. The book calls ASCI a voluntary self-regulation council and not a government body. It says the Code complements the law and does not replace it. The text we read lists no fines.

Do influencers in India have to disclose paid posts under ASCI rules?

Under the ASCI influencer guidelines, 1.1, a disclosure label is needed whenever there is a material connection between the advertiser and the influencer. Money is one kind, and free or discounted products are another. If there is no material connection, the text says no label is needed.

Where should the disclosure label go on an Instagram or YouTube post?

Guideline 1.2 says the label must be upfront and hard to miss. It is likely to be missed in a bio, at the end of a post, behind a more button or inside hashtags. For a story or video with no text, put it over the picture. Video label times depend on length.

Who is responsible under ASCI influencer guidelines, the brand or the influencer?

Guideline 1.5 says responsibility for the label and the ad content lies with the advertiser and also with the influencer. The influencer must make the disclosures. The advertiser must ensure the post follows the Code and, where needed, ask the influencer to edit or delete it.

Which labels does ASCI allow for influencer ads in India?

Guideline 1.3 lists Advertisement, Ad, Sponsored, Collaboration, Partnership, Employee, Free Gift and Affiliate. A platform disclosure tool made for this purpose is also allowed. The label should be in English or in the language of the ad, and any one or more words can be used.

Can a brand use an award or ranking in an ad under ASCI rules?

The awards and rankings guidelines say yes, with conditions. Name the body and give the month and year. An annual award should be no more than 12 months old. Get written permission, and give an undertaking that no commercial relationship or payment links you to the body.

Does ASCI ask for AI-made content in ads to be labelled?

The ASCI guideline on synthetically generated content is dated 17 September 2026 and starts three months after publication. It makes a label mandatory where AI content materially influences buyers and its absence would mislead. It prohibits some uses, such as fake endorsements, even with a label.

How does an ASCI complaint about an ad work?

ASCI's complaints page says ASCI checks that the complaint is about ad content and writes to the advertiser for a reply. An expert panel reviews technical data, and the Consumer Complaints Council issues a recommendation. Recommendations are public. If an ad breaches the Code, the advertiser must modify or withdraw it.

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Guide · Rules for marketers · ASCI Code

ASCI Code forads and influencers

Back every factual claim with proof, and label every paid creator post up front. Here is what the ASCI book says. Who this is for: founders, marketing heads, brand managers and agency teams who run ads or work with creators in India.

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By Saurav AgarwalPublished 22 Oct 202613 min read

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/ 01 The short answer

What do the ASCI rulesask of a marketer?

An ad or influencer post in India should go live only when every factual claim has proof and any paid link is shown up front. That is what the ASCI Code asks of advertisers, agencies and media.

PromotEdge plans campaigns and creator posts with these checks done before launch, and this guide lists what to check before you publish.

This is general information, not legal advice. For your case, speak to a lawyer. This guide explains official text in plain words. Last checked: 22 October 2026.

ASCI is the Advertising Standards Council of India. It keeps a Code of rules for what ads may say and show. This guide is for people who plan ads or work with creators. We read the ASCI Code Book on 22 October 2026. The cover line of the book says Edition: October 2026. We name the chapter, clause or guideline for each point, so you can check it.

For a short definition, see our ASCI glossary page. We did not read any statute or government order on advertising for this guide, so we say nothing about them. We also did not read ASCI's full complaints procedure document.

Key takeaways

The book says ASCI is a voluntary self-regulation council. It says ASCI is not a government body (Introduction).
The Code applies to advertisers, advertising agencies and media. It also covers ads seen in India that were published abroad (Responsibility section).
Claims about facts must be capable of proof, and ASCI can ask for it (Chapter I, 1.1).
An influencer post needs a label when there is any material connection. Free products count (Influencer guidelines, 1.1).
The label must be up front, in a listed word, and the advertiser and influencer both carry duties (guidelines 1.2, 1.3 and 1.5).
The guideline on labelling AI content is dated 17 September 2026 and starts three months after publication.

/ 02 The rules at a glance

ASCI Code and guidelinesin plain words

From the ASCI Code Book, Edition October 2026, read on 22 October 2026. Page numbers are the start pages in the book's contents list. The last column is our own check, not ASCI text.

Where in the book	What it says	What to check
Chapter I, 1.1 (from p. 09)	Factual claims, descriptions and comparisons must be capable of substantiation. Advertisers and agencies must produce the proof when ASCI asks.	Keep a proof file for each factual claim before launch.
Chapter I, 1.2	If a claim says it rests on independent research, the source and date should be in the ad.	Add the source and the date to the ad itself.
Chapter I, 1.4, 1.5 and example (a)	No misleading by implication, omission, ambiguity or exaggeration. Do not call a product free if the buyer pays any direct cost other than delivery, freight or postage.	Read the ad as a stranger would. Check words like free, up to and from as low as.
Chapter I, 1.8 (note dated 10 July 2025)	Social posts on the handles of media companies must be easy to tell from editorial content. The label goes up front, at the start of the post.	If you place a paid post on a publisher's handle, ask who adds the label.
Chapter IV, 4.1 (from p. 15)	Comparisons, even naming a competitor, are allowed if they are clear, factual, fair and capable of proof, and do not unfairly attack others.	Write down what you compare with what, and keep the proof.
Influencer guidelines, 1.1 (from p. 44)	A disclosure label is needed when there is any material connection. That includes free or discounted products, not only money.	Ask for every creator: did they get anything of value from us or our agency?
Influencer guidelines, 1.2 and 1.3	The label must be upfront and hard to miss. It must use a listed word and be in English or the ad's language.	Put Ad, Sponsored, Collaboration or a platform tool at the start, not under more.
Influencer guidelines, 1.5	Responsibility for the label and for the ad content sits with the advertiser and also with the influencer.	Put both duties in the creator brief and the contract.
Influencer guidelines, Addendum II (6 March 2025)	Influencers who give advice on finance or health must hold suitable qualifications and state them upfront.	Ask for proof of qualifications before you sign such a creator.
Disclaimers guidelines, 1 to 3 (from p. 27)	A disclaimer can explain a claim. It cannot contradict it, hide material facts or correct a misleading claim.	Test the headline alone. If it misleads, change the headline.
Celebrities guidelines, (b) to (d) (from p. 37)	The advertiser and agency must make the celebrity aware of the Code. The celebrity's opinion must be genuine and current.	Send the celebrity the rules and claims proof, and keep a record.
Awards and rankings guidelines, 2 to 4 and 7 (from p. 39)	Name the body and the month and year. An annual award should be no more than 12 months old. Get written permission and confirm no payment link.	Check date, permission and any money paid to the awarding body.
Food and beverage guidelines, 2, 8 and 9 (from p. 22)	Health or nutrition claims need scientific evidence. Claims must match the label. Do not imply endorsement by a body unless the stated conditions are met.	Match every ad line to the pack label and the evidence.
Education guidelines, 1, 3 and 5 (from p. 24)	Recognition claims need evidence. Guarantees of rank or jobs need substantiation and a set disclaimer. Placement and rank claims use the latest completed academic year.	Check each number against the latest year's records.
Green claims guidelines, 1 and 2 (from p. 63)	Absolute claims such as eco-friendly need strong data or recognised accreditation. A disclaimer or QR code cannot dilute them.	Drop the word or narrow it to a claim you can prove.
Deceptive design patterns guidelines, 1 to 4 (from p. 58)	Quoted prices include fees that apply to most buyers. No bait and switch, no false urgency, and disguised ads must say they are ads.	Check the price, the stock message and every button.
Synthetic content guidelines (from p. 67, dated 17 Sep 2026)	AI content that misleads is prohibited even with a label. A label is mandatory where AI content materially influences the buyer and its absence would mislead.	List each AI element in the ad and decide: prohibited, label or no label.

Figures as of 22 Oct 2026.

What is ASCI, and is the Code law?

The book says ASCI was set up in 1985. It calls ASCI a voluntary self-regulation council and a not-for-profit company. It says ASCI is not a government body and does not make rules for the public or for industries (Introduction).

The Code asks ads to be "legal, decent, honest and truthful", not hazardous or harmful, and fair to competitors (Introduction). The book also says the Code is not in competition with the law. It says the Code is meant to complement legal controls, and that other laws can decide what an ad may say (The Code and the Law).

So the Code is self-regulation. The text we read lists no fines. It does show where other bodies and texts have recognised the Code, which we list next.

Where does the book say the Code is recognised?

This is what ASCI prints about itself. We did not open the underlying documents, so treat these as ASCI's statements.

The Cable Television Networks Rules, 1994: Rule 7(9), as substituted by G.S.R. 459(E) dated 2 August 2006, says no ad that breaks the ASCI Code may be carried in the cable service (The Code and the Law).
The recognition pages of the book also name the Press Council of India's Norms of Journalistic Conduct, 2010 Edition, and the insurance regulator's adherence provision, among others.
The book says the Food Safety and Standards Authority of India signed an MoU with ASCI in April 2016. It says the Ministry of AYUSH did so in January 2017.
The book says a Supreme Court judgment of 12 January 2017 affirmed the self-regulatory mechanism for ad content.

The four chapters in plain words

Chapter I, truthful and honest representation (from p. 09). Claims must be truthful and capable of proof. Ads must not mislead by omission or exaggeration. Obvious jokes and hyperbole are allowed if no one would read them as literal (1.6).
Chapter II, non-offensive to the public (from p. 12). Nothing indecent, vulgar or repulsive that is likely to cause grave and widespread offence. The text singles out the depiction of women.
Chapter III, against harmful products, services and situations (from p. 13). No ads that incite crime, or deride people on grounds such as caste, religion or gender (3.1). Care with children (3.2). Nothing against the law, and no hiding a restricted product behind another (3.4 to 3.6). Our guide on surrogate advertising covers that last part.
Chapter IV, fair in competition (from p. 15). Comparisons are allowed if they are clear and factual (4.1). No unjustified use of another firm's name (4.2). No copying an earlier ad so closely that it suggests plagiarism (4.3).

The Definitions section (p. 06) says an advertisement is a paid-for communication meant to promote goods or services. It also covers a communication that people may not recognise as an ad, if it is paid for, owned or authorised by the advertiser or its agency. Writing on packaging is treated like any ad. Children means people below 12 years.

Who is an influencer, and what is a material connection?

The influencer guidelines (from p. 44) define an influencer as someone with access to an audience and the power to affect its buying decisions or opinions. A virtual influencer is a computer-generated person or avatar that behaves like one.

A material connection is any link between advertiser and influencer that may affect the weight or credibility of what the influencer says. The book lists money, free products with or without conditions, products sent unasked, and discounts. It also lists gifts, contest entries, trips, hotel stays, media barters, coverage, awards, and family or employment ties.

Guideline 1.1 says a label is needed with any material connection. It adds that an influencer who got a free item and then mentions it must label the post, even if nobody asked for the mention. It says a label is needed even when the opinion is unbiased. If there is no material connection and the person likes something they bought, the text says it is not an ad and needs no label.

For how creators work with brands, see our influencer marketing service.

Where must the disclosure label sit?

Guideline 1.2 says the label must be upfront and prominent, so an average consumer does not miss it. The book says a label is likely to be missed in these places:

only on an About Me page, a profile or a bio;
at the end of a post or video;
anywhere a person must click more to see it;
inside a block of hashtags or links.

For a picture or video with no text, such as a story, the label goes over the picture or video. Its time on screen depends on the video length (guideline 1.2):

A video of 15 seconds or less: at least 3 seconds.
A video longer than 15 seconds and shorter than 2 minutes: one third of its length.
A video of 2 minutes or more: through the whole section where the brand or its features are mentioned.
A live stream: announce the label at the start and at the end. If the post stays visible later, add the label to the text or caption.
Audio: announce it at the start, at the end, and before and after every break.

Guideline 1.3 lists the allowed words: Advertisement, Ad, Sponsored, Collaboration, Partnership, Employee, Free Gift, Affiliate, or a platform disclosure tool made for this purpose. Any one or more can be used. The label should be in English or in the language of the ad, so that an average consumer understands it. Chapter I, 1.8 has a similar but shorter list for posts on media companies' own handles.

Who is responsible: the advertiser, the agency or the influencer?

We checked what each part of the text says.

The Code, Responsibility section: responsibility lies with all who commission, create, place or publish an ad, or help to do so. Advertisers, agencies and media are expected not to run an ad that breaks the Code.
Influencer guidelines, 1.5: responsibility for the label and for the content of the ad sits with the advertiser and also with the influencer. The influencer is responsible for making the required disclosures. Where the advertiser has a material connection, it must ensure the post follows the Code. Where needed, it must ask the influencer to delete or edit the ad or the label.
Influencer guidelines, 2: influencers are advised to satisfy themselves that the advertiser can substantiate the claims.
Chapter I, 1.1: advertisers and agencies must produce proof for claims when ASCI asks.
Celebrities guidelines, (b): it is the duty of the advertiser and the agency to make sure the celebrity is made aware of the Code.

The influencer guidelines do not name the agency in guideline 1.5. The text does not say how duties split between a brand and its agency in a creator campaign. Settle that in your contract.

Virtual influencers, and health and finance influencers

Guideline 1.4 says a virtual influencer must also tell people that they are not dealing with a real human being. The disclosure must be upfront and prominent.

Addendum II, dated 6 March 2025, covers banking, financial services and insurance, and health and nutrition. Such influencers must hold suitable qualifications and state them upfront. For stock or investment advice, the text says they should be registered with SEBI and show the registration number. For other financial advice it names qualifications such as an IRDAI insurance licence, CA or CS. For health, it names a medical degree or a certified nurse, nutritionist, dietician, physiotherapist or psychologist, depending on the advice. People without these can share general information that is not technical advice. They must give proof of qualifications if ASCI asks.

Addendum I, dated 15 July 2021, says that if someone argues a post is not an ad because there is no material connection, ASCI needs proof. That proof is a signed declaration from a senior person at the advertiser, or, when the advertiser cannot be traced, the influencer's proof of purchase.

Disclaimers

The disclaimers guidelines (from p. 27, dated 13 July 2023) say a disclaimer can expand, clarify or qualify a claim. It should not contradict the claim or change the plain meaning of its words. It should not hide material information. It should not try to correct a misleading claim. If you write terms and conditions apply, say where the terms can be read.

The guidelines also set legibility rules. A disclaimer should be in the same language as the claim and not in italics. In video, the disclaimer should have no more than two full lines and stay on screen for at least 4 seconds for every line. They give minimum text heights for TV and video, and minimum point sizes for print and hoardings. Read guideline 4 and the lists after it for your medium.

Celebrities

The celebrities guidelines (from p. 37) define a celebrity as a famous person from entertainment or sport. A doctor, author, activist or educationist can also be one. The person is paid Rs 40 lakh or more a year for ads, or has 500,000 or more followers on a single handle. A celebrity's views must be genuine and reasonably current. They must rest on real experience of the product. The celebrity should do due diligence on the claims, and the guideline asks for a signed written confirmation to ASCI. A celebrity can also seek Endorser Due Diligence from ASCI, as guideline (g) describes.

Awards and rankings

The awards and rankings guidelines (from p. 39) apply to all categories. Awards and rankings should come from credible, independent bodies with an ethical process. They are not a substitute for tests that prove a performance claim (guideline 1). Your ad should name the organisation and give the month and year (2). For an annual award, the award should be no more than 12 months older than the ad (3).

Get written permission from the body that gave the award (4).
Photos of the trophy or the event are not enough proof on their own (5).
A city or state result cannot be stretched to a whole country, and a result in one category cannot be used in another (6).
The advertiser must give an undertaking that there is no commercial relationship or conflict of interest, and no direct or indirect payment to the body (7).
On a complaint, the advertiser must show the criteria and the process. Schools, colleges and health providers have extra points (8 to 10).

Food and beverage ads

The food and beverage guidelines (from p. 22, dated 1 February 2013) have nine points. Ads must not mislead. Claims of health or nutrition need scientific evidence and must meet the food standards laws that apply (2). Ads must not encourage excess or inappropriately large portions (4). Claims must match the label or packaging (8). An ad must not claim or imply endorsement by a government agency or professional body. The exception needs four things: prior consent, a current claim, a claim that can be verified, and the body named (9).

Education ads

The education guidelines (from p. 24, dated 9 March 2023) cover institutions, programmes and platforms. An ad must not suggest a course is recognised, approved or affiliated unless the advertiser can prove it (1). A guarantee of rank, marks or a job needs substantiation and a disclaimer in a font no smaller than the claim (3). Claims of 100 per cent on abstract matters, such as placement assistance, are not allowed (4). Placement, pay, rank and similar claims must come from the latest completed academic year and be backed by evidence (5a). A placement claim must also state the total number of students in that class (5e).

Green claims

The green claims guidelines (from p. 63, effective 15 February 2024) say absolute claims such as eco-friendly, sustainable or planet friendly need strong data or credible accreditation. The text says a disclaimer, QR code or website link cannot dilute such a claim (1). A comparison like greener needs evidence and a clear basis (2). A general claim must rest on the full life cycle, or say what it covers (3 and 4). Claims about compostable, biodegradable or recyclable need competent scientific evidence (10). Aspirational claims about future goals need clear and actionable plans (8).

Deceptive design patterns

The guidelines on deceptive design patterns (from p. 58, dated 11 May 2023, applicable from 1 September 2023) cover advertising in digital media, including apps and websites of e-commerce, airline and food delivery firms. Four patterns are named:

Drip pricing: quoted prices must include non-optional taxes, duties, fees and charges that apply to all or most buyers.
Bait and switch: an ad must not imply one outcome and then deliver another, for example a higher price or a changed meaning of a close button.
False urgency: stock or seat messages must not suggest more scarcity than exists. The advertiser must show the stock position on a complaint.
Disguised ads: an ad that looks like editorial or organic content must say it is an ad. The text names influencer posts and paid reviews.

Labelling AI-made content

The guideline on synthetically generated content (from p. 67) is dated 17 September 2026. The text says it takes effect on the expiry of three months from its publication. The text does not give an exact start date, so check with ASCI.

It defines such content as audio or visual material made or materially altered by a computer so that it looks real. The focus is on outcomes for consumers, not on the technology.

Prohibited even with a label: fake endorsements or testimonials, exaggerated results, non-existent places shown as real, and unauthorised copyright work, deepfakes or a person's likeness without consent.
Label mandatory where the content materially influences consumers and no label would mislead. Examples in the text: AI-made influencers, and a real person's likeness or voice in personalised messages, even with consent. Others are a product that does not yet exist, and paid AI product suggestions, which should read Sponsored by the brand.
No label needed for minor edits, decorative backgrounds, obvious fantasy, copy writing in good faith, and accessibility aids such as captions.

Labels can be platform labels or your own, such as Audio or Video created using AI. Disclaimers should follow the ASCI disclaimer guideline.

What happens after a complaint?

This comes from ASCI's How we handle complaints page. The page carries no date, only a 2026 copyright line, and we read it on 22 October 2026.

Complaints can come from the public, consumer groups, the government or industry. ASCI can also act on its own.
ASCI does not accept anonymous complaints. It checks that the complaint is about ad content.
ASCI writes to the advertiser for a reply within a specified time frame. The page gives no number of days.
Technical data goes to an expert panel before the Consumer Complaints Council deliberates and sends its recommendation to both sides.
All recommendations are a public record. If an ad is found in breach, the advertiser must modify or withdraw it within a stipulated time. The page does not state that time.

ASCI also keeps a Non-compliant page. Its status line reads as of 5 October 2026. It lists influencers and brands that did not comply with disclosure label requirements after ASCI asked them to. We read the first part of that page only. The page text we read does not say what happens next.

Slips we watch for

This is our method. It is a list of things we look for when we check an ad or a creator post. It is not a list of past cases.

The label sits under more, in the bio or inside a pile of hashtags.
A free product or discount was given, and the post is treated as an ordinary review.
A headline claim is made, and the footnote says the opposite or limits it to a small group.
An absolute word like eco-friendly is explained away with a QR code.
An award is shown with no month and year, or it is older than the 12 month window, or the brand paid the body.
A price is shown without fees that most buyers must pay.
A limited stock message runs with no check of the real stock.
An AI face or voice is used as a testimonial from a real person.
The disclaimer is in English while the claim is in another language.
The creator brief covers the deadline and fee, but not the rules, the label or who can order an edit.
Nobody keeps the proof file, so a request for substantiation takes days to answer.

When to ask a lawyer or company secretary

Ask before you act on anything that is not plain. Ask about a health, finance or insurance campaign and a claim that needs a licence or approval. Ask about creator contracts with duties on both sides, a notice from ASCI or a regulator, and any use of a person's likeness or voice. This guide covers the ASCI Code Book only. We read no statute and no platform rules for it, and we say nothing about them. The Code and the law are separate, as the book itself says.

This is general information, not legal advice. For your case, speak to a lawyer. This guide explains official text in plain words. Last checked: 22 October 2026.

/ 03 Before you publish or send

What to check before youpublish

01
List every claim
Write down each claim in words, pictures and numbers. Include what a viewer will take away, not only what you typed.
02
Attach proof
Put a proof file next to each factual claim. If the ad says research supports it, add the source and the date to the ad.
03
Check offer words
Look at free, new, up to, from, save and limited stock. Match each to the book's rule and to your real terms.
04
Check awards and rankings
Confirm the body's name, the month and year, the 12 month window, written permission and that no payment links you to the body.
05
Check comparisons
State what you compare with what. Keep facts and proof. Remove any line that mocks or attacks a rival.
06
Check disclaimers
Same language as the claim, clear, readable and on screen long enough. Make sure the headline does not need the disclaimer to be true.
07
Decide on creators
For every creator, ask if there is any material connection. If yes, add a label at the start and note how long it stays in a video.
08
Brief the creator
Send the rules, the claims proof and the label wording. For health or finance, ask for proof of qualifications.
09
Check the topic page
Food, education, green claims, celebrities and AI content each have their own guideline. Read the one that applies.
10
Check digital design and AI
Show the full price, keep urgency real, make close buttons close and label disguised ads. Decide on an AI label.
11
Keep a record and an owner
Save the final ad, the proof file and the date. Name the person who can edit or remove a post quickly if asked.

/ 04 When to call us

How we help, in kind

We plan ads and creator posts for Indian companies with these checks built into the brief. We do not give legal advice, and your lawyer decides what the rules require for you.

The smallest first step is a free 30-minute strategist call and a one-page plan, for projects we think we can help. We take on a limited number, so we'll tell you honestly if it is a fit. Bring your next campaign brief and the claims it makes.

Ask for a growth plan when you want a second pair of eyes on a launch plan.

Our beliefWe look at your business first. Marketing comes second.

We opened these on 22 October 2026. Rules change, so check the current text before you act. Where the book gives a date, we give it. The check list, the slips list and the last column of the table are our own framing.

Source: Advertising Standards Council of India, The Code for Self-Regulation of Advertising Content in India (Code Book), Edition October 2026 as printed in it | www.ascionline.in/wp-content/uploads/2023/07/Code-Book.pdf. Used for: the Introduction, Code, Definitions and Chapters I to IV. Also used for the guidelines on influencers, disclaimers, celebrities, awards and rankings, food and beverage, education, deceptive design patterns, green claims and synthetic content.
Source: Advertising Standards Council of India, The ASCI Code page, copyright line 2026, with the Chapter I note dated July 2025 | www.ascionline.in/the-asci-code. Used for: confirming that the Code and the Code Book PDF are published there.
Source: Advertising Standards Council of India, How we handle complaints, undated page with a 2026 copyright line | www.ascionline.in/the-work-we-do/how-we-handle-complaints. Used for: the complaint steps.
Source: Advertising Standards Council of India, Non-compliant, status as of October 2026 | www.ascionline.in/social/non-compliant. Used for: the listing of non-compliant influencers and brands. We read only the first 100,000 characters.
Not opened: the full ASCI complaints procedure document, any Act or Rule, consumer protection authority guidelines, and platform rules. We say nothing about them.

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“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.”

Anish Basu MallikMarketing Executive at Unimark GroupReal estate

**Hitesh Malhotra**Sports Development at Fédération Internationale de Volleyball - FIVBSports

ABP Education

“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”

Satabdi SahuLead - Brand and Content at ABP EducationEducation

“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”

GibaBrazilian Former Volleyball PlayerSports

“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”

Hardeep SinghMarketing Consultant

“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, Avik Da, and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”

Priyam GhoseContent Creator

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Common questions.

The ASCI Code is the Code for Self-Regulation of Advertising Content in India, kept by the Advertising Standards Council of India. The book calls ASCI a voluntary self-regulation council and not a government body. It says the Code complements the law and does not replace it. The text we read lists no fines.
Under the ASCI influencer guidelines, 1.1, a disclosure label is needed whenever there is a material connection between the advertiser and the influencer. Money is one kind, and free or discounted products are another. If there is no material connection, the text says no label is needed.
Guideline 1.2 says the label must be upfront and hard to miss. It is likely to be missed in a bio, at the end of a post, behind a more button or inside hashtags. For a story or video with no text, put it over the picture. Video label times depend on length.
Guideline 1.5 says responsibility for the label and the ad content lies with the advertiser and also with the influencer. The influencer must make the disclosures. The advertiser must ensure the post follows the Code and, where needed, ask the influencer to edit or delete it.
Guideline 1.3 lists Advertisement, Ad, Sponsored, Collaboration, Partnership, Employee, Free Gift and Affiliate. A platform disclosure tool made for this purpose is also allowed. The label should be in English or in the language of the ad, and any one or more words can be used.
The awards and rankings guidelines say yes, with conditions. Name the body and give the month and year. An annual award should be no more than 12 months old. Get written permission, and give an undertaking that no commercial relationship or payment links you to the body.
The ASCI guideline on synthetically generated content is dated 17 September 2026 and starts three months after publication. It makes a label mandatory where AI content materially influences buyers and its absence would mislead. It prohibits some uses, such as fake endorsements, even with a label.
ASCI's complaints page says ASCI checks that the complaint is about ad content and writes to the advertiser for a reply. An expert panel reviews technical data, and the Consumer Complaints Council issues a recommendation. Recommendations are public. If an ad breaches the Code, the advertiser must modify or withdraw it.