Large direct-to-consumer (D2C) brands are scaling down advertisements and influencer posts due to complaints about misleading ad claims and violations of the Advertising Standards Council of India (ASCI) code. Honasa Consumer, owner of Mamaearth, has reduced influencer posts after being named the biggest violator of advertising content for FY24. Other D2C players like HealthKart, FirstCry, and Lenskart were also noted as violators. ASCI's report highlighted misleading claims and promotion of harmful products as common violations. Brands are now enhancing internal protocols to ensure compliance with regulations and minimize violations.