Digital

ASCI proposes draft guidelines for environmental claims in advertising

Published

2 years ago

November 17, 2023

Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.

PROPOSED GUIDELINES:

1 Absolute claims such as but not limited to “environment friendly”, “eco-friendly”, “sustainable”, “planet friendly” that imply that the product advertised has no impact or only a positive impact must be supported by a high level of substantiation. Comparative claims such as “greener” or “friendlier” can be justified, for example, if the advertised product or service provides a total environmental benefit over that of the advertiser’s previous product or service or competitor products or services and the basis of such comparison is made clear.

2 Environmental claims must be based on the full life cycle of the advertised product or service, unless the advertisement states otherwise, and must make clear the limits of the life cycle. If a general claim cannot be justified, a more limited claim about specific aspects of a product or service might be justifiable. Claims that are based on only part of an advertised product or service’s life cycle must not mislead consumers about the product or service’s total environmental impact.

3 Unless it is clear from the context, an environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service.

4 Advertisements must not mislead consumers about the environmental benefit that a product or service offers by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or services by highlighting an environmental benefit that results from a legal obligation if competing products are subject to the same requirements.

5 Certifications and Seals of Approval should make clear which attributes of the product or service have been evaluated by the certifier, and the basis of such certification provided. Certifications and Seals used in an advertisement should be from a Nationally/Internationally recognised certifying authority.

6 Visual elements in an ad should not give a false impression about the product/service being advertised. For example, logos representing a recycling process on packaging and/or in advertising material can significantly influence a consumer’s impression of the environmental impact of a product or service.

7 Advertisers should refrain from making aspirational claims about future environmental objectives unless they have developed clear and actionable plans detailing how those objectives will be achieved.

8 For carbon offset claims advertisers should clearly and prominently disclose if the carbon offset represents emission reductions that will not occur for two years or longer. Ads should not claim directly or by implication that a carbon offset represents an emission reduction if the reduction, or the activity that caused the reduction, was required by law.

9 For claims pertaining to the product being compostable, biodegradable, recyclable, non-toxic, free-of etc. advertisers should qualify the aspects to which such claims are being attributed, and the extent of the same. All such claims should have competent and reliable scientific evidence to show that:

a The product or the qualified component where applicable will break down within a reasonably short period of time after customary disposal.

b The product is free of elements that can lead to environmental hazards.

ASCI CEO & secretary general Manisha Kapoor said, “ASCI’s draft guidelines on Environmental/Green Claims are a crucial step to ensure that consumers who wish to support green brands have the correct information to make an informed decision. These guidelines set a standard for advertisers, and aim to foster a culture of transparency and authenticity in advertising in the best interest of the consumers. We encourage all stakeholders, including consumers, industry, civil society members, and experts, to provide their feedback on the draft guidelines to enable us to sharpen and strengthen them.”

Link to the proposed guidelines

Related Topics:Manisha Kapoor The Advertising Standards Council of India

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Digital

Bartronics India unveils AI-powered voice app to scale agritech platform

Published

5 days ago

February 6, 2026

indiantelevision.com Team

HYDERABAD: Bartronics India Limited is stepping up its agritech ambitions with plans to launch a voice-first, multilingual AI-powered application in March, following a successful pilot across Maharashtra and Uttar Pradesh.

The pilot phase saw strong engagement from farmers, supported by assured produce off-take through partnerships with SNN and Origo Commodities. Drawing on on-ground feedback, the company is now upgrading the platform to enable deeper interaction, data-driven intelligence and scalable adoption across rural markets.

At the heart of the revamp is AI-enabled voice interaction in major regional languages, including English, Hindi, Marathi, Telugu and Kannada. The voice recognition and conversational agent framework is being developed by Ampivo Smart Technologies, aimed at transforming the app into an intuitive digital assistant for farmers.

Once launched, the platform will offer voice navigation, real-time alerts, contextual advisories, educational tools and interactive knowledge support, designed to improve decision-making across the agricultural value chain.

The application will also capture consent-led farmer data to connect users with electronic mandis and wider marketplaces, while enabling participation in sustainability-linked initiatives such as carbon credit programmes.

Bartronics India managing director Vidhya Sagar Reddy, said the voice-first approach reflects how rural communities naturally engage with technology and forms the foundation of a broader rural intelligence layer under Project Avio Agritech. The company aims to onboard 20 million farmers over the next three years.

Bartronics India currently operates across nearly 5,000 villages, delivering last-mile banking and digital financial services, and is expanding into integrated agritech and agri-trade solutions through its Project Avio platform.

Digital

Messi magic kicks off in India as immersive football experience lands

Published

6 days ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When football dreams need a passport, Lionel Messi is ready to stamp it. The Messi Experience – A Dream Come True, the internationally touring immersive exhibition dedicated to one of sport’s most influential figures, is heading to India this March as part of its 2026 world tour. After successful runs across Buenos Aires, Puerto Rico, Panama, Beijing, Chicago, Mexico City, Miami, Los Angeles and São Paulo, the exhibition will make its India debut in Mumbai on March 20, 2026, before moving to Bengaluru from June 19, 2026. The shows will be staged at Century Mills in Lower Parel, Mumbai, and Bhartiya City Mall in Bengaluru.

Produced and promoted by Bookmyshow Live, the experience promises to pull fans inside Messi’s journey, not just his match highlights. “I am thrilled to see this project come to life and bring fans even closer to me both on and off the field,” Messi said, adding that the exhibition would allow Indian fans to relive the most unforgettable moments of his career.

Designed as a 75-minute, multi-sensory walkthrough, the exhibition unfolds across nine themed zones, blending artificial intelligence, immersive environments and exclusive content. Visitors can train like Messi, step into recreated match moments and explore personal stories that shaped his rise from his early days in Rosario to lifting the World Cup trophy in Qatar.

Bookmyshow chief business officer for live events Naman Pugalia said the India debut marks a milestone for football fandom in the country. He described Messi as a global cultural icon whose story transcends sport, adding that the exhibition reflects the company’s ambition to bring world-class immersive entertainment to Indian audiences.

Beyond the storytelling, the experience also features an official merchandise store and an activation zone, extending engagement beyond the exhibition halls. Whether for lifelong fans or first-time followers, The Messi Experience aims to turn football history into a walk-in memory, one that lets India play along with a living legend.

Digital

Work stress tops India’s mental health talk, not heartbreak or headlines

Published

6 days ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When India opens up about mental health, the conversation keeps clocking in at work. A new conversation analysis by Consuma, an AI-native consumer insights platform, shows that workplace pressures are the most frequently discussed trigger in online conversations around mental health awareness in India. The study analysed 136,695 public conversations across Twitter, Reddit, Youtube and Instagram between January 1 and December 31, 2025. Within a focused subset of 20,272 conversations that explicitly discussed what triggers mental health awareness, nearly half 49.72 per cent pointed to work-related stressors, making employment the single largest trigger category online.

The findings echo concerns flagged at the policy level. India’s Economic Survey 2024–25 has already warned that hostile work environments and long working hours can hurt mental wellbeing and productivity. Online conversations suggest employees are feeling the strain long before policy catches up.

Among work-related triggers, poor work–life balance dominates the discussion at 24.37 per cent, followed by general workplace stress at 21.85 per cent and toxic work culture at 15.90 per cent. Long working hours account for 9.57 per cent of mentions, while job insecurity features in 7.50 per cent.

The numbers are backed by sharp, candid commentary. One user writes, “Most Indian employers overcomplicate employee wellness. Let people work async. Let them go for a run in the afternoon. Let them sleep in when their body needs it.”

Consuma notes that these findings apply only to conversations that explicitly discuss triggers for mental health awareness, not the entire universe of mental health discussions online.

The data shows that mental health discourse in India is overwhelmingly driven by adults in their prime working years. People aged 25–34 contribute 50.51 per cent of conversations, while those aged 35–44 account for 34.35 per cent. Together, they represent 84.86 per cent of the discussion.

Work stress, however, is not acting alone. Societal and educational pressures make up 33.98 per cent of trigger conversations, including societal expectations (14.42 per cent), academic pressure (13.92 per cent) and parental pressure (6.09 per cent). One widely echoed sentiment reads, “Indian parents will raise you with a roof over your head, food in your stomach, and shame in your soul.”

Taken together, the data points to a compounding “pressure stack” faced by working-age Indians balancing career demands alongside cultural expectations, education-linked anxiety and family pressure, all while chasing conventional life milestones.

Interestingly, the conversation is not limited to venting. Of the 26,311 conversations analysed for broader mental health themes, discussion is almost evenly split between core challenges (48.05 per cent) and solutions or support systems (43.81 per cent).

Mental health crises dominate the challenge cluster at 32.58 per cent, followed by stigma and lack of awareness at 20.27 per cent. On the solutions side, people lean towards culturally familiar, self-directed approaches rather than institutional pathways. Holistic practices such as music therapy and spiritual wisdom account for 17.34 per cent, practical stress management for 13.72 per cent, celebrity-led awareness for 7.64 per cent and government initiatives for 6.51 per cent.

The shift suggests that people are not only asking “what’s wrong?” but increasingly “what can I do?”even if the answers remain personal and decentralised.

Consuma’s analysis also zooms in on women’s health conversations, where mental wellbeing outweighs physical health topics. Among 1,934 women’s health conversations analysed, mental health accounts for 51.14 per cent, surpassing reproductive and gynaecological health at 37.07 per cent.

Younger adults dominate this space, with 18–44-year-olds contributing over 81 per cent of the discussion. In women’s health awareness triggers (3,489 conversations), societal factors lead at 45.2 per cent, closely followed by mental health drivers at 41.7 per cent.

Healthcare-related challenges appear less frequently at 7.4 per cent, but the tone is striking. Misdiagnosis and medical gaslighting recur as trust-breaking themes. One user notes: “Going to doctors is useless in India as a woman. First, they tell you to lose weight… Then they tell you that you are imagining it or that you are sensitive.”

The report was generated using Consuma’s AI-powered Rapid Research Platform. The dataset was cleaned for noise and duplicates and classified using a multi-coding methodology. Source-wise, the conversations came from Youtube (77,544), Twitter (41,121), Reddit (9,283) and Instagram (8,747).

In a digital space often crowded with noise, the findings paint a consistent picture, for India’s online audience, mental health conversations begin not in therapy rooms or hospitals, but at the workplace and the clock is still ticking.