People who accuse the ASCI of being a toothless organisation, seem to be missing the point entirely.

It covers a wide range of ad topics such as its validity, comparative and bait advertising, and expert endorsements among others.

ASCI is a self-regulatory body and unlike the CCPA, it can't impose fines or penalties on parties guilty of misleading ads.

There is much curiosity around the new Act, what it means, and how it might affect the role of the Advertising Standards Council of India (ASCI).