39 out of 40 summer-themed advertisements reviewed by the Advertising Standards Council of India (ASCI) between April and June 2026 were found to require modification or withdrawal after failing to substantiate their claims, according to the industry's latest sectoral review.

The report, titled ‘The Heat is on: ASCI Review of Summer Advertising Claims’, assessed advertisements across categories, including personal care, cooling appliances, air purifiers, sunscreens, wearables and travel-related products.

Of the 39 advertisements, 21 were modified or withdrawn without contest, while 18 were ultimately found to violate the code by the ASCI Consumer Complaints Council. Only 1 advertisement successfully substantiated its claims and was not found in breach.

Advertising for sun protection and tan removal products emerged as the largest violative category, followed by home appliances and furnishings positioned around cooling, air purification and indoor comfort.

As per the report, one of the greatest areas of concern was the marketing of skin-brightening and tan-removal products for babies and children. 14 ads in this category reinforced harmful colour-based stereotypes by appealing to parental anxieties around tanning and complexion.

The majority of upheld cases revealed consistent shortcomings across categories. Many claims were made without adequate evidence, while some advertisers did not respond to ASCI's requests for substantiation. Several technical, performance and market leadership claims also lacked sufficient proof. In addition, several influencer and celebrity endorsements did not show evidence of due diligence, raising concerns about the credibility of such claims.

Manisha Kapoor, CEO and secretary general, ASCI, said, “Summer advertising often responds to seasonal consumer needs, whether it’s staying cool, protecting against the sun or achieving quick skincare results. While innovation is welcome, the claims made must be supported by credible evidence. Our review found that many advertisements relied on broad or exaggerated claims that could not be substantiated, while some reinforced harmful stereotypes. Responsible advertising helps consumers make informed choices and builds lasting trust in brands.”