The Advertising Standards Council of India (ASCI) is reportedly setting up a task force to regulate OTT ads. The move comes at a time when streaming platforms like Netflix and Amazon are mulling ad revenue options and going beyond SVOD models. Others (Zee5, Disney+Hotstar, Sony Liv and Voot), having large platforms for advertising already, will continue to increase their user bases. 

ASCI chairman, Subhash Kamat, told a news portal that the council is working closely with the Ministry of Information and Broadcasting to form guidelines for OTT ads. The result is expected to be a combination of existing and new guidelines.

While advertising on OTT did not fall under ASCI's guidelines earlier, its partnership with the ministry will help form guidelines and processes, which will benefit the ad monitoring process.