ASCI 1.0 was just a complaints redressal forum. ASCI 2.0 is more relevant to our times. It adds value to the industry. Its aim is to motivate ad professionals to be responsible with advertising communication. A thought leadership must be introduced. There should be constant education of people. They should discourage the irresponsible advertising.

Besides this, there should be focus on emerging areas in advertising. The complaints management system must be more robust and nimbler. Education and edtech is an important focus area. Surrogate advertising is another area. Endorsements must be a focus area too.