Smartphone savvy consumers can file complaints against misleading commercials to the advertising watchdog, Advertising Standards Council of India (ASCI) through WhatsApp. Consumers can now WhatsApp the objectionable advertisement to +91 7710012345, from where the ASCI would lodge 'suo moto' (starting it's own legal process) complaints using this number.

Pictures of print ads, hoardings, packaging or screen shots of websites, links of YouTube videos etc can be sent and the ASCI team would be scrutinising these complaints to take it further, if found valid.

"ASCI is empowering consumers by making it more accessible. Today almost every person with a smartphone is using messaging services such as WhatsApp. Technology makes it possible for them to flag false, misleading or offensive ads instantaneously and anytime anywhere while on the go," ASCI Chairman Benoy Roychowdhury said.

WhatsApp will serve as the first digital touch point for consumers to reach ASCI with their grievances. ASCI launched their app on Google Play last year.