About Us

ISA has championed self-regulation in Indian advertising, shaping codes that promote fairness in competition, honesty in communication and respect in the portrayal of women & children. As the founder-promoter of ASCI, ISA helped establish and enforce standards ensuring decency, consumer protection and responsible advertising practices. ISA has also led initiatives in outdoor advertising ethics, contributed to global discussions through the WFA and worked with government bodies to embed ASCI’s code into national regulation.

ISA has consistently defended advertisers against unfair taxation, successfully overturning multiple attempts by the Government to levy taxes on advertising since 1965. We have intervened to prevent unjust service tax pass-throughs, secured CENVAT set-offs to avoid double taxation, and halted unreasonable hikes in broadcast and radio advertising rates. From challenging a 25% ad hoc rate increase by broadcasters to stopping stamp duty on advertising in Maharashtra, ISA has remained a steadfast protector of economic fairness for advertisers.

ISA has consistently safeguarded advertisers from policies and industry actions that threatened fair practice or commercial integrity. We have overturned bans on outdoor advertising, defended the right to outsource media buying and upheld the Principal-to-Principal relationship between advertisers and agencies. ISA has also intervened to prevent restrictive regulations, from pharmaceutical ad approvals on Doordarshan to mandated pitching fees and securing fairer broadcast practices by influencing ticker usage and TRP reporting norms. We’ve always remained a vigilant advocate for our members’ rights and operational freedom.

ISA works to ensure that media practices remain transparent, competitive and fair, allowing advertisers to compare costs meaningfully and make informed investments. We have played a decisive role in curbing monopolistic booking practices and advancing the adoption of “single currency” audience measurement systems for television and print. By promoting consistency and openness in media metrics, ISA helps maintain a level playing field for advertisers and media suppliers alike.

ISA plays a crucial role in helping advertisers assess media cost-effectiveness through reliable, data-driven insights. We spearheaded India’s first National Readership Survey, established the Joint Industry Body that launched TAM’s continuous TV audience measurement and ensured ongoing improvements in sampling and data reporting. ISA has also advocated for fair funding of national media research, provided regular cost comparisons through Mille Rate Surveys and co-founded BARC to strengthen India’s television audience measurement ecosystem. In 2013, we secured continued weekly TRP access for advertisers, ensuring transparency despite pressure for limited reporting.

We encourage the growth and adoption of emerging media, helping advertisers access new channels and opportunities. We played a pivotal role in opening commercial broadcasting on radio and television when both were government-controlled, expanding the possibilities for brand communication.

As a founder-promoter of the Advertising Standards Council of India (ASCI), ISA has been instrumental in shaping India’s framework for responsible advertising. The ASCI Code, upheld by ISA, ensures honesty, safeguards consumers from misleading or harmful communication and promotes fairness in competition. We have also developed ethical guidelines for outdoor advertising, contributed to global discussions on sensitive content through the WFA and worked with the Ministry of Information & Broadcasting to embed ASCI compliance into national regulation.