ASCI Report ‘The Heat is On’ Reveals 98% of Examined Summer Ad Claims Required Correction

The Advertising Standards Council of India (ASCI) has published its report titled ‘The Heat Is On: ASCI Review of Summer Advertising Claims’ in Mumbai on August 7, 2026. The study evaluated 40 seasonal advertisements across categories such as personal care, cooling appliances, air purifiers, sunscreens, wearables, and travel-related products between April and June 2026 to determine if claims promising relief from heat, sun protection, and quick beauty fixes were backed by solid evidence.

Key Findings and Violation Rates:
Out of the 40 advertisements examined, 39 required modification, resulting in a staggering 98% correction rate.

Uncontested Changes: 21 advertisements were modified or withdrawn by advertisers without contest.

Code Violations: 18 advertisements were formally ruled to be in violation of the advertising code by the ASCI Consumer Complaints Council.

Substantiated Claims: Only a single advertisement successfully substantiated its claims and avoided a breach finding.

Sun protection and tan-removal products emerged as the largest violating category, closely followed by home appliances and furnishings marketed around cooling, air purification, and indoor comfort.

Major Areas of Concern: Children’s Products and Instant Beauty
The report highlighted severe ethical and evidentiary issues in specific segments:

Targeting Babies and Children: Marketing skin-brightening and tan-removal products for children was flagged as a major area of concern. Fourteen ads in this category were found to reinforce harmful color-based stereotypes by exploiting parental anxieties regarding skin complexion and tanning.

Exaggerated Beauty Claims: Ads promising unrealistic, instant transformations such as “De-tan and Glow in 30 Seconds,” “Visible Difference in 5 Days,” and “Remove Stubborn Tan in 2 Minutes”were widespread and lacked credible backing.

Unsubstantiated Health and Protection Claims: A growing number of products, including sunscreen jackets, cooling apparel, air-conditioners, and air purifiers, were marketed with broad health and protection guarantees against UV rays, allergens, and bacteria without adequate scientific evidence.

Common Shortcomings Across Upheld Cases:
The review identified several recurring systemic failures among advertisers:

Absence of Substantiation: Launching marketing campaigns before supporting evidence was generated.

Failure to Engage: Ignoring ASCI’s requests to engage, leaving consumers exposed to potentially misleading information.

Weak Technical Support: Making leadership and technical performance claims that drastically outpaced actual evidence.

Insufficient Influencer Due Diligence: Celebrity and influencer endorsements frequently lacked proper due diligence, undermining consumer confidence.

Leadership Perspective:
Manisha Kapoor, CEO and Secretary General of ASCI, noted that while summer advertising naturally targets seasonal consumer demands like cooling and skincare, innovation must be backed by credible evidence. She emphasized that many brands relied on exaggerated, unsubstantiated statements or reinforced harmful stereotypes, underscoring that responsible advertising is essential for informed consumer choices and long-term brand trust.