The Advertising Standards Council of India (ASCI) unveiled its Vision 2032 at its 40th Annual General Meeting, setting out its roadmap for 2027–2032 with a focus on building trust infrastructure across India's advertising ecosystem. As part of this roadmap, ASCI plans to establish three centres of excellence covering legal and policy, responsible AI innovation in advertising, and creator excellence and trust. The ASCI Legal and Policy Forum will convene industry, legal experts, regulators, academics and consumer voices to address emerging issues requiring regulatory clarity, interpretation or policy development in advertising, and will support research, policy discussions, guidance and industry training. The ASCI Centre for Responsible Innovation in AI in Advertising will focus on the responsible use and innovation of AI across creative development, targeting, personalisation, influencer marketing and consumer engagement, developing guidance and conducting research on synthetic media, AI-generated claims, agentic decision-making and related areas affecting consumers' ability to make informed choices. The ASCI Centre for Creator Excellence and Trust will engage with the creator ecosystem, focusing on professional standards and training, creator certification, disclosure and compliance, and research. The board reappointed Sudhanshu Vats as chairperson for an additional term, while S Subramanyeswar will continue as vice-chairman and Paritosh Joshi as honorary treasurer. The ASCI Academy will continue its focus on training, consumer education and thought leadership, with future initiatives including a Trust in Advertising Index, industry and student training