Can you trust your favourite brands' ads?

L'Oréal India and Apple India saw 24 of 26 and 16 of 19 ads requiring modification, respectively

- Varuni Khosla

Can you trust your favourite brand and the claims it makes? Recent findings from India's Advertising Standards Council (ASCI) suggest you might want to take a closer look.

In its 2024-25 Annual Complaints Report, which reviewed over 9,500 advertisements, the self-regulatory body flagged dozens of misleading or non-compliant ads from some of India's biggest consumer brands—including Mamaearth, L'Oréal India, Apple India and Hindustan Unilever—raising fresh questions about the integrity of digital advertising in India's booming consumer market.

Honasa Consumer Pvt. Ltd, the parent company of beauty brand Mamaearth, saw 29 of 31 ads flagged for violations. Fusion Cosmeceutics, which markets Dr Sheth's products, had all five of its ads pulled up, while Lotus Herbals also saw all five of its ads deemed non-compliant.