Emphasising the need for credibility in a rapidly evolving media landscape, Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, called for building a responsible and trusted advertising ecosystem while delivering the keynote address at AdTrust Summit 2026 held in Mumbai.

According to a government press release issued yesterday, Jaju underscored that as advertising grows in scale, complexity and influence, the industry must balance expansion with accountability, particularly in the digital space. “Advertising must build trust, not just reach,” he said, highlighting the Ministry’s focus on fostering growth while ensuring responsibility and consumer protection.

The first edition of the summit, organised by the Advertising Standards Council of India (ASCI), brought together stakeholders from advertising, media, technology and government sectors to deliberate on emerging challenges and regulatory frameworks. Discussions centred around evolving advertising practices, the impact of artificial intelligence, and the need for stronger compliance mechanisms in a fast-digitising economy.

Jaju noted that advertising today plays a far larger role than just commercial communication, shaping markets, influencing aspirations and driving economic activity. With digital platforms lowering entry barriers, brands, startups and creators are now able to reach audiences at scale. However, he cautioned that the same ecosystem also presents risks such as financial scams, misleading investment promotions and fraudulent job advertisements, often targeting vulnerable sections of society.

Highlighting the importance of ethical practices, he stressed that while commercial speech is protected, misleading and deceptive advertisements must be regulated. He urged advertisers and content creators to prioritise authenticity and transparency, particularly in influencer-led campaigns where audience trust is paramount.

The summit also focused on emerging concerns such as deepfakes, dark patterns and the growing trend of anti-influencer sentiment. Jaju outlined five key principles for responsible advertising—truthfulness, transparency, responsibility, protection of vulnerable groups, and innovation with accountability—stating that these must form the foundation of future industry practices.

During the event, Jaju, along with industry leaders including Manisha Kapoor, Sam Balsara, Sudhanshu Vats, Praveen Tripathi, Ishan Johri and Tanu Banerjee, launched the Ad Law Compendium. The guide aims to enhance awareness and understanding of advertising laws and promote compliance across the ecosystem.

On the sidelines of the summit, the Union I&B Secretary also held discussions with key stakeholders from the advertising industry, including ASCI leadership, marketers, digital platforms and legal experts, to further strengthen collaboration toward a more transparent and accountable advertising landscape.