To ensure data integrity and consistency in a web application, several measures can be taken. One of the key aspects is implementing proper data validation, where inputs are checked for correctness and completeness. Additionally, using a secure and reliable database management system is crucial. Employing ACID (Atomicity, Consistency, Isolation, Durability) principles and transactions can help maintain data integrity and consistency. Implementing a well-designed database schema that enforces constraints and relationships is also essential. Regular backups, redundant hardware, and disaster recovery plans can further protect against data loss. Along with these technical measures, enforcing access controls, using encryption, and regularly testing and monitoring the application can ensure data integrity and consistency.