Paytm to become member of ASCI

It will be the first e-commerce major to take advertising regulatory body's membership

The country’s fast-growing e-commerce industry will finally mark its presence at the Advertising Standards Council of India (ASCI), with Paytm set to become a member of the self-regulatory voluntary organisation next month.

The move is significant because advertising violations by e-commerce companies, which are big spenders on television, print and digital media, have been on the rise in recent years. 

ASCI members include key advertisers from various sectors, such as fast-moving consumer goods (FMCG), media, auto and telecom, which spend heavily to stay visible in the marketplace. However, no e-commerce company is a member of the body yet.