MS Dhoni at the top in violating advertising rules: ASCI

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Former India captain MS Dhoni tops the list of violating advertising rules. He is named the biggest violator of advertising diligence in a recent announcement by ASCI.

Advertising self-regulatory body Advertising Standards Council of India (ASCI) on Wednesday informed there has been a massive rise in complaint against celebrities and a number of them failed to provide any evidence of due diligence. The body also released the name of a list of celebrities who are leading in the offence.

Former Indian and current Chennai Super Kings captain MS Dhoni tops the list, followed by YouTuber and comedian Bhuvan Bam.

ASCI claims the complaint count has risen a staggering 803% in the past year against celebrities. It jumped from 55 cases last year to 503 advertisements this year.

MS Dhoni is topping the list of celebrities with the most violation of due diligence. The Captain Cool has featured in ten counts of non-compliance and Bhuvan Bam follows the former India player with seven counts of that.

According to ASCI, the advertisement categories with the most violations of regulations and controversial content were on gaming, healthcare, personal care and classical education. Out of the total 8951 complaints, more than half of these were in the aforementioned categories.

"In spite of the Consumer Protection Act now legally requiring celebrities to do their due diligence when they appear in ads, in 97 percent of cases processed by ASCI featuring celebrities, they failed to provide any evidence of due diligence," the report said.

MS Dhoni is currently leading CSK in the ongoing IPL 2023 tournament. The 41-year-old is one of the most respected celebrities in the country, and this fresh allegation can potentially tarnish his reputation.