The Advertising Standards Council of India (ASCI), an apex body that works on the principle of self- regulation in the sector, could soon have powers to check misleading ads across media and segments under the proposed new Consumer Protection Act, 2016. The parliamentary committee, which looked into the Bill, had recommended this earlier. Sources told Business Standard the government is considering the proposal before the Bill is presented in Parliament in the winter session. At present, ASCI has powers only for television advertisements. In case an advertiser violates its code — detailed guidelines on advertising — it is asked to modify the aberrant advertisement. If the advertiser does not comply, the matter is referred to the Union information and broadcasting ministry, which takes penal action. Under the changes proposed in the Bill, ASCI will be a partner of the Consumer Protection Authority ( CPA), a nodal body. ASCI will keep track of advertisements in all media and as