ASCI unveils Vision 2032 charts roadmap to build the trust infrastructure

Mumbai, September 17, 2026: The Advertising Standards Council of India (ASCI) unveiled its Vision 2032 at its 40th Annual General Meeting (AGM), outlining its roadmap for the period 2027-2032 with a focus on building the trust infrastructure across India’s advertising ecosystem.

The advertising ecosystem is moving faster than traditional safeguards, whether it’s through shrinking review times or formats to monitor or creators changing the control mechanism. Being able to defend, explain and sustain trust at speed and scale is now the key. Brand risk sits inside a wider trust problem with bad actors sometimes hijacking the narrative and consumers seeking evidence and specific explanations. Advertising is also being drawn into larger societal debates around public health, online safety and children’s well-being.

The advertising ecosystem, therefore, must be prepared for these changes.Vision 2032 recognises this as a time of great evolution for advertising, which is witnessing disruptions such as artificial intelligence as well as major changes such as personalised communication, retail media and new digital formats. While traditional self-regulation remains at the centre of ASCI’s work, the organisation plans to expand its preventive role across policy, research, education, technology and industry capability building.

The ASCI Centre for Responsible Innovation in AI in Advertising will focus on responsible use and innovation of AI across creative development, targeting, personalisation, influencer marketing and consumer engagement. It will develop guidance and conduct research on emerging areas, including synthetic media, AI-generated claims, agentic decision-making, and any other areas that impact the consumer’s ability to make informed choices.

Speaking on the occasion, Sudhanshu Vats, Chairperson , ASCI, said: “The speed at which advertising in India is evolving presents us with formidable regulatory challenges. AI, creators, platforms and personalisation are all reshaping how brands reach audiences. My focus is on ensuring ASCI’s Vision 2032 takes root. The  three Centres of Excellence that we are looking to set up in the coming months are an important step in ASCI’s journey. The board is focused on ensuring ASCI’s capabilities expand at the same speed as the ecosystem it governs.”