India advertising rules for Meta and Google ads (2026)
India regulates ads through ASCI codes, consumer protection guidelines and sector laws. Ads are banned for gambling and sports betting, alcohol, tobacco, vapes and nicotine. Real estate needs a permit or licence first. Influencers and creators face their own licensing and disclosure rules.
General ad rules in India
CCPA Guidelines on Prevention of Misleading Advertisements and Endorsements, 2022. 'Free' only when there is no hidden cost. Disclaimers must be legible and must not contradict the main claim. Endorsers must disclose material connections. Children's ads restricted, and no junk food ads during children's programmes. Surrogate ads prohibited.
In force: 2022-06-09 · Penalty: Up to INR 10 lakh (first) and INR 50 lakh (repeat). Endorser ban up to 1 year (Consumer Protection Act 2019). · khaitanco.com (summary)
CCPA Dark Patterns Guidelines list 13 practices: false urgency, basket sneaking, confirm shaming, forced action, subscription trap, interface interference, bait and switch, drip pricing, disguised ads, nagging, trick questions, SaaS billing, rogue malware.
In force: 2023-11-30 · jsalaw.com (summary)
Surrogate advertising: the Cable TV Rules 1994 (Rule 7) ban direct or indirect promotion of alcohol and tobacco. CCPA 2022 bans surrogate ads. ASCI tests brand extensions on genuine sales, turnover and assets.
mondaq.com (summary)
Influencer and creator rules
ASCI disclosure labels: Advertisement, Ad, Sponsored, Collaboration, Partnership, Employee, Free gift, Affiliate, platform paid-partnership tags. Must be upfront and prominent. Live streams: start and end. Virtual influencers must say they are not human.
In force: Addendum 1 2021-07-15, Addendum 2 2023-08-17, updated 2025-04-07 · ascionline.in
ASCI: BFSI and health influencers must hold and disclose qualifications: SEBI registration for investment advice, IRDAI licence for insurance, medical credentials for health.
SEBI circular 2024-10-22: regulated entities must end ties with unregistered persons who give advice or make return claims (3 months to comply). Exemption for investor education, with conditions. 'Specified digital platforms' framework.
business-standard.com (summary)
Rules by industry
Gambling and sports betting Banned
- Promotion and Regulation of Online Gaming Act 2025, s.6: no ads in any media that directly or indirectly promote online money games, whether skill or chance, played for stakes. E-sports excluded.
- Rules 2026 in force 2026-05-01. Online Gaming Authority of India under MeitY.
Risky phrases: win real cash
fantasy / rummy / poker cash contests
deposit bonus
Penalties: Ads: up to 2 years and/or INR 50 lakh (s.9(2)). Offering money games: up to 3 years and/or INR 1 crore. Repeat: 3 to 5 years and INR 1 to 2 crore.
Tobacco, vapes and nicotine Banned
- COTPA 2003 s.5 bans direct or indirect tobacco ads
- Prohibition of Electronic Cigarettes Act 2019 bans e-cigarette ads
Penalties: COTPA: up to 2 years and/or INR 1,000 (first), up to 5 years and/or INR 5,000 (repeat)
Healthcare, pharmacy and telehealth Restricted
- Drugs and Magic Remedies Act 1954, s.3: no ads for drugs that prevent miscarriage, improve sexual pleasure or capacity, correct menstrual disorders, or treat the Schedule diseases (54, incl. cancer, diabetes, heart disease, obesity, impotence)
- s.4: no misleading drug ads
- s.5: no magic remedies
Risky phrases: cure diabetes / cancer
miracle cure
permanent cure
Penalties: s.7: up to 6 months and/or fine (first). Up to 1 year and/or fine (repeat).
Sexual wellness Restricted
- DMR Act s.3(b) bans ads for drugs that maintain or improve capacity for sexual pleasure. Sexual impotence is a Schedule disease.
Risky phrases: boost stamina / sexual power
cure impotence
Weight loss and GLP-1 Restricted
- Obesity is a DMR Act Schedule disease, so no drug ads claiming to treat it
Risky phrases: lose weight fast
fat-burning pill
FMCG food and drink Allowed with rules
- FSS (Advertising and Claims) Regulations 2018, in force 2019-07-01: 'natural', 'fresh', 'pure', 'original', 'traditional', 'premium', 'finest', 'best', 'authentic', 'genuine', 'real' only under set conditions. Otherwise a 3 mm 'brand name only' disclaimer.
- Health claims must be substantiated. Disease risk-reduction claims need FSSAI approval.
- No undermining competitors' products
- No junk food ads in children's programming (CCPA 2022)
Penalties: FSS Act s.53 (misleading ads)
Crypto and NFTs Allowed with rules
- ASCI VDA guidelines (from 2022-04-01): mandatory disclaimer 'Crypto products and NFTs are unregulated and can be highly risky. There may be no regulatory recourse for any loss from such transactions.'
- Print: at least 1/5 of the ad. Video: at the end with voice-over, at least 5 seconds. Social: start of the caption.
- Do not use 'currency', 'securities', 'custodian', 'depositories'
- No profit guarantees, no comparison with regulated assets, no minors
Risky phrases: guaranteed returns
crypto currency (term)
safe investment
Investing, trading, forex and CFDs Restricted
- SEBI: no associations with unregistered finfluencers making advice or return claims (2024-10-22)
- ASCI: finfluencers must be SEBI-registered and disclose it
Risky phrases: guaranteed returns
assured profit
sure-shot tips
Loans, credit and BNPL Allowed with rules
- RBI (Digital Lending) Directions 2025: every loan offer shows APR, repayment terms and a link to the Key Fact Statement
- Multi-lender platforms show all matching offers, including unmatched lender names
- LSPs may not charge borrowers
Risky phrases: instant approval
no documents
0% interest
Insurance Allowed with rules
- IRDAI PPHI Regulations 2024 and Master Circulars (2024-06-19, 2024-09-05): Board-approved advertising policy and internal Ad Committee
- Show registered name and logo
- Linked and participating products: say the investment risk is borne by the policyholder and bonuses are not guaranteed
- No market-ranking claims, no awards from non-independent sources
- ASCI: influencers need an IRDAI licence
Risky phrases: guaranteed bonus
No.1 insurer
Education and online courses Allowed with rules
- CCPA Coaching Sector Guidelines 2024 (centres with more than 50 students): no false claims of guaranteed selection or jobs, ranks or success rates
- Topper ads must show rank, course, duration, whether paid, and photo
- Disclaimer in the same font size as the claim
- Written consent from candidates after selection
Risky phrases: 100% selection
100% job guarantee
guaranteed rank
Real estate Permit required
- RERA: projects advertised only after registration. State RERAs (e.g. Maharashtra, Gujarat, Tamil Nadu) require the registration number, website and QR code in ads.
E-commerce and retail Allowed with rules
- Dark Patterns Guidelines 2023
- Rules on 'free' claims (CCPA 2022)
Notes
ASCI is self-regulatory. CCPA, the DMR Act, COTPA, the Online Gaming Act and FSSAI are statutory. The commencement notification for the Online Gaming Act was not seen. The PIB release states the Rules took effect 2026-05-01.
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A guide, not legal advice. Rules change often and some sources are law-firm or news summaries. Check the linked source before you launch. Data last checked 5 October 2026.