ITV

Tag: ASCI Academy

  • 52 out of 53 top apps in India use deceptive patterns- reveals a study by ASCI Academy & Parallel

    52 out of 53 top apps in India use deceptive patterns- reveals a study by ASCI Academy & Parallel

    Mumbai: In a pathbreaking study by the ASCI Academy, in collaboration with Parallel HQ, a leading design firm, the prevalence of deceptive patterns in popular Indian apps has been brought to light. Dark patterns are deceptive UI/UX practices that can mislead or trick users into doing something they originally did not intend or want to do. The comprehensive web report titled ‘Conscious Patterns,’ a study of deceptive patterns in top Indian apps, was unveiled during a webinar held today. The study revealed that 52 out of the 53 analysed apps employ deceptive design practices. It is important to note that the widespread use of dark patterns can impact user autonomy and informed decision-making. These apps collectively have been downloaded over 21 billion times, pointing to the potential of their consumer impact. The report also provides examples of more ethical designs used by some apps as alternatives that can be considered and a scoring tool that can aid more conscious app design. Industry body Nasscom is partnering with ASCI and Parallel to highlight various challenges and practical solutions in this space.

    The report identifies 12 distinct deceptive patterns, including privacy deception, interface interference, drip pricing, and false urgency, which are popularly used in online interfaces. Privacy deception emerged as the most prevalent deceptive pattern, observed in 79 per cent of the apps analysed, followed by interface interference (45 per cent), drip pricing (43 per cent), and false urgency (32 per cent). The results highlight the urgent need for more conscious effort in app development. In June 2023, ASCI released guidelines on deceptive patterns that are mainly used in advertising. Further, the Department of Consumer Affairs (DoCA) released its guidelines for 13 deceptive patterns in November 2023. According to the guidelines, the use of any of these prescribed dark patterns amounts to a misleading advertisement, an unfair trade practice, or a violation of consumer rights.

    Key Findings of the Report:

    1.  Four deceptive patterns accounted for 78 per cent of the total occurrences – privacy deception (24 per cent), drip pricing (19 per cent), interface interference (18 per cent), and false urgency (17 per cent).

    2.   > 80 per cent of apps exhibited deceptive patterns in the settings/ profile section.

    3.   All e-commerce apps studied made it difficult for users to delete their accounts.

    4.   Some health-tech apps—4/5, relied on creating time-based pressure (false urgency) to rush users into making decisions.

     5.  Basket sneaking was four times more prevalent in delivery and logistics apps as compared to other sectors.

    6.   The three sectors with the highest deceptive patterns per app were health tech at 8.8, travel booking at 7.2, and e-commerce at 5.3.

    7.   The lowest incidences of deceptive patterns per app were observed in streaming services at 1.8 and in the gaming sector at 2.4.

    To empower UI/UX designers and developers, the report introduces an Ethical Score Calculator, a valuable tool that allows professionals to assess the ethical standing of their apps and websites by identifying the presence of deceptive patterns. Complementing this resource is the Gallery of Inspiration, which showcases examples of flows and patterns that may be more compliant and fairer to consumers. These alternatives could be actively considered in the future development of apps.

    The event commenced with an opening note from Namrata Bachani, Director of the ASCI Academy. Following her introduction, Robin Dhanwani, founder of Parallel, guided participants through the key findings of the report, which analysed 12,000 screens from 53 top apps available in India. The report summary can be accessed here. The entire study, including the ethical score calculator and the gallery of inspiration, can be accessed at www.consciouspatterns.in

    The webinar also featured a panel discussion with esteemed panellists, including Shri Rohit Kumar Singh, former Secretary of the Department of Consumer Affairs, Ashish Agarwal, VP and Head of Public Policy at Nasscom; Robin Dhanwani, Founder of Parallel,  and Manisha Kapoor, CEO and Secretary General, who moderated the discussion. Together, they provided valuable insights into the implications of deceptive patterns for both consumers and brands, discussing the importance of greater transparency and ethical standards in the digital landscape.

    ASCI CEO & secretary general Manisha Kapoor said, “Deceptive patterns harm consumer trust and transparency in the digital ecosystem. With just the top 53 apps being downloaded over 21 billion times, the consumer exposure to deceptive patterns across apps, websites, and other digital interfaces is mind-boggling. We urge organisations to follow conscious design principles that protect the consumer’s right to make an informed choice. The gallery of inspiration and the score calculator are important resources for organizations that wish to get it right. We are extremely grateful to Parallel for being our knowledge partner and to Nasscom for supporting us in the wide dissemination of these findings and resources.”

    Parallel founder  Robin Dhanwani stated, “As tech professionals deeply committed to design, at Parallel we understand the profound impact ethical practices have on user experiences. Our research uncovers the subtle yet widespread presence of deceptive patterns in Indian apps, highlighting the need for a shift towards more transparent design practices. By championing ethical design, we not only build user trust but also drive innovation that honours consumer autonomy. I hope this report encourages makers to rethink growth strategies and put user-first thinking as the foundation of their products in the coming future.”

  • ASCI Academy launches ‘Responsible Influencing E-learning Course’

    ASCI Academy launches ‘Responsible Influencing E-learning Course’

    Mumbai: ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has introduced the ‘Responsible Influencing Course’ e-learning certification, designed to support content creators be compliant with the ASCI code and the law, and uphold ethical standards and transparency in the influencer marketing industry.

    The interactive, two-hour course is broken into 21 small snippets which cover diverse topics. These include, shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, providing a nuanced understanding of the ASCI code and guidelines with relevant case examples. Additionally, the course addresses regulatory and platform-specific guideline requirements. A dedicated section focuses on the power of disclosures addressing issues like who should disclose, how and why to disclose and the specific requirements for disclosures. There are other interesting topics like influencer archetypes, brand engagement checklist, and more, ensuring an overall engaging and exciting learning experience.

    In today’s digital age, creators play a pivotal role in shaping consumer perception and behaviour, making them essential partners for advertisers seeking to reach broader audiences. The course is crafted to equip influencers, content creators, agencies and influencer marketing experts with the knowledge and skills needed to navigate regulatory standards, maintain audience and brand trust, and ensure that they are on the right side of ethical advertising. Upon successful course completion and assessment, participants will be awarded the ‘Responsible Influencing Certificate’. This certificate signifies their dedication to ethical endorsement practices and proficiency in adhering to responsible influencer guidelines, enhancing their professional credibility within the industry.

    ASCI CEO & secretary general Manisha Kapoor said, “With so many young and new content creators, it is an exciting time for the advertising industry. It is important that consumer and brand trust remains high in this exciting channel of communication. We want to support influencers to stay on the right side of advertising regulations and codes, so that they are able to keep themselves safe, and have a long and sustained career. With increased scrutiny on influencers and content creators, it is important that they build familiarity with the rules and regulations that surround advertising. The course simplifies the regulatory landscape, and influencers who take the course can be more confident in their endorsements. We also expect brands to prefer creators who have shown their commitment to honest influencing by doing this course.”

  • “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    Mumbai: The Advertising Standards Council of India (ASCI) has unveiled the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns. Building upon ASCI’s established corrective role which comes alive post ad publication, this  pioneering platform embeds self-regulation right at the point of the inception of  advertisements.

    In today’s digital landscape, characterised by brief campaign durations and a surge in number of advertisers, the ASCI Academy is positioned to empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.

    The ASCI Academy’s core mission is to cultivate a cohort of advertising professionals dedicated to upholding responsibility in advertising, ultimately upholding consumer trust in brands.

    The Academy has over 50 founding partners and supporters including Cipla Health Ltd, Coca-Cola India Pvt Ltd, Colgate-Palmolive (India) Ltd, Diageo India, Hindustan Unilever Ltd, Mondelez India Foods Pvt Ltd, Nestlé India Ltd, PepsiCo India Holdings Pvt Ltd., Procter & Gamble Home Products Pvt Ltd, several leading universities and colleges, prominent Civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies  like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.

    Indiantelevision.com caught up with ASCI CEO & secretary general Manisha Kapoor, where she provides details on the reason for launching this academy, on ASCI guidelines, and more….

    Edited excerpts

    On the reason for forming  ASCI Academy

    The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns and a surge in advertisers. It aims to shift self-regulation from ad publication to creation, emphasizing ethical practices from the outset. By consolidating ASCI’s thought leadership and education programs, the Academy equips industry professionals, influencers, and students with a deep understanding of advertising regulations, promoting responsible advertising practices right from the start. It’s a pivotal move towards fostering ethical advertising practices in an evolving industry.

    On the aim behind ASCI altering its guidelines on health & finance influencers

    ASCI updated its guidelines for health and finance influencers to adapt to the changing digital landscape and combat potential issues related to misleading advertising in these sectors. The aim is to ensure greater transparency, accuracy, and responsibility in influencer marketing, especially in areas where misinformation can have serious consequences.

    For health influencers, the new guidelines require them to possess suitable qualifications in the health and nutrition field. This ensures that influencers have the necessary knowledge to provide accurate information about health-related products.

    For financial influencers, particularly in the BFSI sector, SEBI registration is now mandatory when offering investment advice. Qualifications are also required for other financial advice, enhancing the credibility and reliability of financial guidance provided by influencers.

    These changes align with the Department of Consumer Affairs’ and other government entities’ mandate, requires experts, celebrities, and influencers in health, fitness, and finance to disclose their qualifications when endorsing products or services. This step will help in ensuring consumers receive reliable information, especially in the era of widespread financial advice on social media.

    On  consumers relying on influencers despite of tons of misinformation available on the internet

    Despite the abundance of misinformation on the internet, consumers continue to rely on influencers for several compelling reasons, as revealed in ASCI’s Influencer Trust Report (Feb. 2023). The report, based on a survey of 820 individuals, found that 79 per cent of respondents trust influencers. This trust significantly impacts consumer behavior, with 90 per cent of respondents admitting to making at least one purchase influenced by an influencer’s recommendation. Consumers have a unique relationship with influencers, relying on them for advice and product suggestions. This trust in influencers has made influencer marketing a highly effective tool for brands.

    In essence, consumers’ trust in influencers persists because these digital personalities have successfully built credibility, authenticity, and relatability in the eyes of their followers. As a result, their recommendations carry significant weight and impact consumer behavior, contributing to the enduring popularity and effectiveness of influencer marketing in the digital age.

    On ASCI benefiting from the various tie-ups to educational institutes

    ASCI’s collaborations with educational institutions through the ASCI Academy strategically close the knowledge gap in academia. While schools excel in teaching marketing effectiveness, they often overlook regulatory and ethical aspects in communication—a critical omission given the impact on brand reputation and risk.

    These alliances empower ASCI to seamlessly integrate ethical and regulatory dimensions into academic curricula. Future marketing professionals not only grasp marketing effectiveness but also understand their ethical obligations in communication. This enriches ASCI’s programs, shaping students who appreciate that ethical advertising practices are vital not just for compliance but also for safeguarding brand reputation in our closely monitored digital age.

    Beyond education, these partnerships bring fresh perspectives, keep ASCI at the industry’s forefront, and nurture emerging talents. Our collaborations enhance ASCI’s thought leadership, bolstering its programs and promoting relevant research, cementing its status as a major influencer in advertising ethics and regulation.

    Our partnerships provide fresh perspectives, keeping ASCI up-to-date with industry trends and ethics. We spot and support emerging talent during their academic journey, ensuring a future workforce versed in responsible advertising. These collaborations also enhance ASCI’s thought leadership, strengthen educational programs, and promote industry-related research, solidifying ASCI as a pivotal influence in advertising ethics and regulation.

    On ASCI’s guidelines on generative AI in today’s advertising world

    In the world of contemporary advertising, Generative AI has emerged as a dominant force. It has transformed the landscape by allowing advertisers to automate the creation of diverse content, spanning from text and images to articles and marketing materials. While this technology presents incredible opportunities, it’s important to acknowledge the challenges and risks it brings. These challenges include potential copyright issues, the need to prevent the generation of unlawful content and concerns related to data privacy.

    At ASCI, we recognise the significance of Generative AI in Advertising, we have taken a proactive step by releasing a comprehensive whitepaper titled ‘Leveraging Generative AI: Opportunities, Risks, and Best Practices.’ This paper highlights the existing regulatory uncertainties and the complexities involved in employing AI in advertising.

    As the evolving landscape continues to present uncertainties, we acknowledge there are several ambiguities. Prior to the establishment of formalized guidelines, advertisers can refer to the principles outlined in our whitepaper. These principles can serve as a valuable framework for making decisions regarding accountability, operational transparency, and assessing the broader societal impact of AI in advertising.

  • Multiple stakeholders come together to form ASCI Academy

    Multiple stakeholders come together to form ASCI Academy

    Mumbai: The Advertising Standards Council of India (ASCI) proudly unveils the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns. Building upon ASCI’s established corrective role which comes alive post ad publication, this  pioneering platform embeds self-regulation right at the point of the inception of  advertisements.

    In today’s digital landscape, characterised by brief campaign durations and a surge in number of advertisers, the ASCI Academy is positioned to empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.

    The ASCI Academy’s core mission is to cultivate a cohort of advertising professionals dedicated to upholding responsibility in advertising, ultimately upholding consumer trust in brands.

    The academy strategically consolidates ASCI’s extensive thought leadership and educational programs under one comprehensive umbrella. The academy’s spectrum of programs caters to diverse needs, spanning online, in-person, and hybrid formats. From e-learning modules to topical webinars, from deep-diving masterclasses on regulatory nuances to enhancing teaching skills through faculty development programs, the academy covers it all. Additionally, influencer certification programs ensure responsible endorsement practices, while consumer education initiatives foster informed choices.  Through sustained training and research efforts, the ASCI Academy remains steadfast in its commitment to engage stakeholders in the preventive aspects of self-regulation. The ASCI Academy brings together stakeholders united by a shared belief in responsible advertising

    practices. The Academy has over 50 founding partners and supporters including Cipla Health Ltd, Coca-Cola India Pvt Ltd, Colgate-Palmolive (India) Ltd, Diageo India, Hindustan Unilever Ltd, Mondelez India Foods Pvt Ltd, Nestlé India Ltd, PepsiCo India Holdings Pvt Ltd., Procter & Gamble Home Products Pvt Ltd, several leading universities and colleges, prominent Civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies  like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.

    Department of consumer affairs secretary Rohit Kumar Singh said, “I congratulate  ASCI on the launch of the ASCI Academy. In the digital age, preventive actions need strong impetus and encouragement, and the training of industry professionals – current and future is an important systemic intervention. The Department of Consumer Affairs is supportive of such efforts by the advertising self-regulator to foster a culture of responsibility in the advertising industry. We hope that the advertising industry engages  deeply with the Academy programs to make their teams better trained and educated on  the aspects of advertising regulations.”

    Ministry of information and broadcasting, joint secretary, Vikram Sahay, who is part of the ASCI Academy’s Apex Council said, “Many congratulations to ASCI on the launch of the ASCI Academy. The Ministry of Information & Broadcasting has always supported self-regulatory mechanisms in the media and entertainment industry. We hope that the  resources and support by the Academy would be extremely useful for the online  advertisers and platforms.”

    Addressing the opening of the academy, ASCI chairman NS Rajan said: “While ASCI has always had a strong corrective mechanism, we also wanted to harmonise the dynamic interplay between creativity and responsibility and address the broader consequences of advertising on society at large. The ASCI Academy is a big step in this direction which will  facilitate a preventive footprint and shape an advertising ecosystem to help the industry  to get it right.”  

    ASCI CEO and secretary general Manisha Kapoor added, “With short campaign durations, it is important that attention is directed at the point of creation of ads, not just after they are published. When the only ads to hit the market are responsible and compliant, it is a win-win for both consumers and industry. Over the next three years, ASCI Academy aims to train 100,000 current and emerging professionals through self-learning and on-campus workshops and sessions, besides programs for research and consumer education. This is a new chapter in self-regulation in India, and we are grateful to all our founding partners for supporting this vision. We hope to add several more believers in this agenda- this is just the beginning”.