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The Advertising Standards Council of India (ASCI) has roped in Rajan Anandan, managing director and country head of Google India, into its board of directors.

Anandan's appointment will clear ways for ASCI’s plan to strengthen the monitoring of online ads. He will help the body understand the finer aspects of online advertising, and help in formulating guidelines.

Commenting on his appointment, ASCI's chairman I Venkat said that, Anandan’s appointment will help promote the cause of fair advertising practices online. This is because while the bulk of complaints received by ASCI are against print and TV ads, the proportion of online ads complained against is also growing.�

While digital advertising constitutes only three per cent of the Rs 29,000-crore advertising industry, it is growing at 60-70 per cent annually, double the growth rate reported last year. According to media experts, it is expected to touch six-seven per cent of total advertising in India by 2015-16.�

Anandan said, "The internet in India, which has over 100 million users, is quickly becoming a scale advertising medium for companies in many industries. Being on the board will quintessentially help ASCI and Google to jointly create awareness about fair advertising practices across a large bandwidth of consumer touch-points on the internet."