With online advertising in India coming under a lot of pressure from rivals and regulators, it’s not surprising that the country has seen a significant uptick in the number of complaints.
Online advertising is now a $4 billion business in India.
With it comes a lot more risk for businesses and consumers.
A study by the National Online Advertising Centre found that between January 1, 2018 and March 31, 2018, there were 830,928 complaints from users, with a median number of 15 complaints.
Of those complaints, only 13% were verified.
“There’s an increase in the volume of complaints, and there’s a lot about fraudulent activity,” said Dr. Senthil Kumar, a consultant who studies online advertising.
“The volume is increasing and we are seeing more complaints.”
In India, there are a lot fewer rules around online advertising, and advertisers can choose how to target ads.
They can either target ads that are relevant to their brand or targeted ads that only target specific demographics.
Some companies are using social media platforms to target users.
For example, the ad agency Beweging said it targeted more than 1.2 million users, while ad agency Mango also used a similar approach.
But some are more cautious and are only targeting people who are willing to share their personal information, like their phone number.
“If you target people who know how to use the website, it is a lot safer for them to use it,” said Ravi Kapoor, CEO and founder of online ad platform adrecom.com.
Adrecom is one of the companies that helps brands with online advertising and ad campaigns.
“It’s like if a friend is in India, he might want to buy an item, he can go online, buy that item online, then he can come back to his friend,” Kapoor said.
Kapoor and others say that brands should be more careful when they’re targeting people online.
“A lot of people don’t have a choice about what they want to do online.
If they go on Facebook, they can share what they’re looking for, they will find a certain number of people, and then they can click a button,” Kapur said.
That can lead to users sharing information about their personal and financial information, which can lead ad agencies to target them for targeted advertising.
Some of the best examples of online ads that have been pulled down or removed by ad agencies include: Facebook ads that were pulled down for being “too similar to an existing product” in a way that was “offensive,” or ads that could have caused a user to “misread” a click by the advertiser.
Kapur says this kind of ad is a clear example of how ad agencies can be caught up in a marketing and social media frenzy, and the result is that users don’t feel safe.
“They are seeing ads that can potentially get them into trouble, and they’re not happy about it,” he said.
A lot of the time people aren’t aware of what they are buying, and if they do, it will be a mistake, he added.
Advertisers and brands have to take action to protect themselves.
Kapo, Kapoor & Kapoor are the only company that has started to offer online ad campaigns for brands and brands that want to use its services.
In addition, there’s an ongoing lawsuit against Adreco, which alleges that Adrecons platform is violating the advertising laws by not paying for ads.
“We are working hard to make sure that there are no issues with ads being shared,” Kapo said.
“For us, it would be the first step to protect our clients from these types of actions.
We are working on getting the lawsuit filed.”
Advertising experts say that companies need to be careful when using online advertising to protect their brands.
“Online advertising should not be seen as a form of gambling, or as a way of generating revenue for a business,” said Sanjay Shah, president and CEO of adtech.com, a marketing technology and ad services company.
“You need to use ad tech to target specific audiences and use different tactics,” Shah added.
Shah says that even though the advertising industry is in a tough spot, there is still a lot that can be done to improve it.
“With adtech, the best solution is to use different tools to reach people,” Shah said.
Shah also says that adtech can help companies to increase the amount of revenue they can generate.
“Adtech can provide a lot to a business.
It is a platform that is very powerful and allows them to target different groups of people,” he added, noting that ads are a way to reach different segments of the market.
In a country that has seen an increase of digital advertising, Shah says the industry needs to be better protected from online advertising scams.
“This is a time when it is crucial to make this kind in India a safe place,” Shah concluded.