Biotech major Monsanto has suffered yet another setback with the advertising regulator finding claims made by it about benefits of genetically modified cotton to be baseless. The company, in a series of newspaper advertisements issued in August, 2011, had claimed that GM cotton technology had boosted the income of Indian cotton farmers by over Rs.31,500 crore. The Advertising Standards Council of India has found that the claim has not been substantiated and has asked the seed company to drop this claim.