Edtech consortium for self-regulation is now in communication with ASCI. Its aim is to finalise a code for advertising and marketing of edtech products.

The authorities expect the consortium to implement the code in letter and spirit and should avoid, for instance, ads on job promises or any other relevant outcome.

Edtech companies have welcomed inputs from ASCI independently outside the consortium too.

The focus is on two areas — no misleading ads and misleading payment structures.

The guidelines will be revised in the light of consumer concerns from time to time.

Government feels if the code is followed honestly, the government should not do any strict regulation but would be going for light-touch regulation Essentially, the government expects edtech firms to abide by the data protection laws and other such relevant rules for consumer rights.