**Executive Summary**
The AdTrust Summit 2026, held on March 18, 2026, in Mumbai, focused on establishing a responsible, transparent, and credible advertising ecosystem. Union I&B Secretary Shri Sanjay Jaju emphasized the need for accountability in the digital space and launched the "Ad Law Compendium." This document serves as a practical guide to promote industry-wide awareness and compliance with advertising regulations.
**Key Points / Main Content**
**Core Principles of Responsible Advertising**
* **Truthfulness:** Fact-based communication is non-negotiable across all advertising platforms.
* **Transparency:** Clear identification of advertisements, sponsorships, and promotional relationships is essential.
* **Responsibility:** Content design and delivery must be guided by ethical standards.
* **Protection of Vulnerable Groups:** Prioritizing the safety of sensitive demographics, particularly children.
* **Innovation with Accountability:** Technological and creative advances must strengthen audience trust rather than undermine it.
**Addressing Digital Risks**
* **Emerging Threats:** The summit addressed the risks of deepfakes, dark patterns, and anti-influencer marketing.
* **Fraudulent Activity:** Warnings were issued regarding financial scams, misleading investment promotions, and fraudulent job offers targeting vulnerable populations.
* **Regulation of Commercial Speech:** While recognizing freedom of expression, the Secretary stressed that misleading or deceptive advertisements must be regulated.
**Industry Development and Compliance**
* **Role of Advertising:** Recognized as a driver of innovation, economic activity, and inclusion in India's fast-digitizing economy.
* **Ad Law Compendium:** A newly launched resource designed to provide a practical guide for understanding and adhering to advertising laws.
* **Collaborative Effort:** The summit was organized by the Advertising Standards Council of India (ASCI), involving representatives from the government, technology, and media sectors.
**Impact Analysis**
**Advertisers and Marketers**
**Impact**
They are now under increased scrutiny to ensure their campaigns focus on credibility and authenticity rather than just audience reach.
**Action Required**
They must adopt the five key principles of responsible advertising and ensure all communications are truthful and transparent.
**Creators and Influencers**
**Impact**
Their role is identified as critical in maintaining audience trust through authentic content.
**Action Required**
They must safeguard trust by avoiding misleading promotions and clearly identifying sponsored content.
**Digital Platforms and Technology Companies**
**Impact**
As the sector grows in complexity, platforms are held accountable for the proliferation of deepfakes and dark patterns.
**Action Required**
They must balance innovation with accountability, ensuring that AI and digital tools do not facilitate deceptive practices.
**Legal and Compliance Professionals**
**Impact**
They have been provided with a new standardized resource for regulatory guidance.
**Action Required**
They should utilize the Ad Law Compendium to promote greater awareness and ensure organizational compliance with current advertising regulations.
Key Entities Referenced
Advertising Standards Council of India (ASCI): The industry body that organized the AdTrust Summit to deliberate on responsible advertising, legal frameworks, and the impact of new technologies.
Ad Law Compendium: A practical guide on advertising laws and regulations launched to promote industry awareness, understanding, and legal compliance.
Sanjay Jaju: The Union I&B Secretary who delivered the keynote address, outlined five key principles for responsible advertising, and launched the Ad Law Compendium.
AdTrust Summit 2026: An initiative and forum focused on establishing a responsible, transparent, and credible advertising ecosystem in India, especially within the digital space.
Ministry of Information & Broadcasting
Union I&B Secretary delivers keynote address at
AdTrust Summit 2026, Calls for Responsible and
Trusted Advertising Ecosystem
Safeguard audience trust by maintaining authenticity and
avoid misleading promotions, urges I&B Secretary
Ad Law Compendium Launched at AdTrust Summit 2026 to
Promote Awareness and Compliance in Advertising
Posted On: 18 MAR 2026 4:22PM by PIB Mumbai
Mumbai, 18 March 2026
“Advertising must build trust, not just reach,” said Shri Sanjay Jaju, Secretary,
Ministry of Information & Broadcasting, while delivering the keynote address at the
AdTrust Summit 2026 in Mumbai today. The Union I&B Secretary underlined the
urgent need for a responsible, transparent, and credible advertising ecosystem in
India, especially as the sector grows in scale, complexity and influence. Shri Jaju
emphasized that while the sector should continue to grow, there must also be
accountability, especially in the digital space. The I&B Ministry’s approach is focused
on building trust, supporting growth and ensuring responsibility, he added.The first edition of AdTrust Summit 2026, organized by the Advertising Standards
Council of India (ASCI) brought together representatives from advertising, media,
technology, and government sectors to deliberate on key issues related to
responsible advertising. The discussions focused on emerging trends, legal
frameworks, and the impact of new technologies on advertising practices.
Speaking at the summit, Shri Jaju noted that advertising is more than a commercial
activity which shapes markets, builds brands, informs consumers, signals culture,
and influences aspirations. In a large and fast-digitising country like India,
advertising has become a crucial driver of innovation, economic activity, content
creation, and inclusion. Digital platforms and artificial intelligence now enable
brands, startups, local businesses, and creators to reach audiences at scale,
lowering entry barriers and expanding participation.
At the same time, Shri Jaju also cautioned about the risks associated with digital
advertising, including financial scams, misleading investment promotions, and
fraudulent job offers, which often target vulnerable populations. He stressed that
while commercial speech is part of freedom of expression, misleading and deceptive
advertisements could be and should be regulated.
The key discussions in the summit included emerging issues such as the role of AI in
advertising, deepfakes, dark patterns, and the rising trend of anti-influencer
marketing. Shri Jaju urged advertisers to focus on credibility alongside reach, and
creators and influencers to safeguard audience trust by maintaining authenticity and
avoiding misleading promotions.
Shri Jaju further outlined the five key principles for responsible advertising, which
are i) Truthfulness must remain non-negotiable in all communications, ii)
Transparency is essential in identifying advertisements, sponsorships, and
promotional relationships, iii) Responsibility should guide the design and delivery ofall content, iv) Protection of vulnerable groups, particularly children, must be
prioritised, v) Innovation with accountability should ensure that technological and
creative advances strengthen trust rather than undermine it.
In course of the summit, Shri Sanjay Jaju, along with Ms. Manisha Kapoor,
Secretary General & CEO, ASCI, Mr. Sam Balsara, Chairman, Madison, Mr.
Sudhanshu Vats, Chairman, ASCI & MD, Pidilite Industries, Mr. Praveen Tripathi,
Board Member, ASCI and Mr. Ishan Johri & Ms. Tanu Banerjee, Partners, Khaitan &
Co, jointly launched the Ad Law Compendium. It will serve as a practical guide on
advertising laws and regulations designed to promote greater awareness,
understanding, and compliance across the industry.
The Union I&B Secretary also held a meeting with stakeholders from the advertising
industry, including the leadership of ASCI, marketers, digital platforms, and
members of the legal fraternity.
PIB Mumbai | Jaydevi Swami Pujari/Sriyanka Chetterjee/Robin Singh/Priti Malandkar
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