Malishka spoke with Manisha Kapoor, CEO of Advertising Standards Council of India (ASCI), to decode how advertising is regulated today.

Manisha explained that ASCI ensures ads across platforms are honest, safe, and not misleading. It works as a self-regulatory body, reviewing complaints and even monitoring influencer content to keep digital ads in check.

On Gen Alpha, she said ASCI studied them because they’re true digital natives—growing up on screens, highly aware yet easily influenced. They trust creators more than traditional ads, making it crucial for brands and regulators to be more responsible and transparent.