The self-regulatory organisation of the advertising industry, Advertising Standards Council of India (ASCI) has rolled up its sleeves, thanks to complaints against various ad campaigns. ASCI has received 167 complaints in February alone against ad campaigns, out of which, 125 have been upheld after consideration. These ads have been accused of misleading the public with dubious claims.

Government's Department of Consumer Affairs (DoCA), in alliance with ASCI as an 'Executive Arm' has decided to put a curb on misleading advertisements. It has also requested ASCI to flag off advertisements that are in clear violation of law, effective from December 1, 2014.

Despite such strong regulations, the advertising industry never shies away from controversies. The very recent ad by Kalyan Jewellers, featuring Aishwarya Rai received heavy criticism from all quarters for its depiction of racism and slavery.

The ad showcased Aishwarya Rai as a regent of sorts, with a dark skinned native boy for a child slave. Following massive uproar over the racist tones of the ad, the makers have rendered an apology and are in process to withdraw the campaign.