Advertising Standards Council of India (ASCI) has released draft guidelines for the responsible labelling of AI-generated content in advertising, opening them for public consultation until June 13, 2026.
The proposed guidelines are aligned with the amended Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2026, and aim to promote transparency around synthetically generated advertising content while avoiding excessive consumer label fatigue.
With artificial intelligence increasingly being used across advertising campaigns, ASCI’s framework focuses on consumer outcomes rather than regulating the technology itself. The draft guidelines state that AI-generated advertising becomes problematic only when it creates misleading impressions, exploits vulnerable audiences, depicts unsafe situations, or uses a person’s likeness without consent.
The framework classifies AI-generated advertising content into three categories based on consumer risk.
Under the High Risk category, content that is illegal, misleading or violates the ASCI Code remains prohibited irrespective of disclosure. This includes fabricated testimonials, fake locations presented as real, unauthorised deepfakes, AI-generated authority figures implying expertise, and exaggerated product claims.
The Medium Risk category covers situations where AI materially affects consumer understanding or purchase decisions, making disclosure mandatory. Examples include the use of virtual influencers, AI-generated product demonstrations, realistic synthetic settings, replicated voices or likenesses, and sponsored AI-driven product recommendations.
The Low Risk category includes minor edits, decorative backgrounds, fantasy elements, ambient effects, copy generation and accessibility-related AI applications, where disclosures would not be required because they do not materially influence consumer interpretation.
Where disclosures are necessary, brands may use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, provided the disclaimers comply with ASCI’s broader disclaimer guidelines.
The draft guidelines are currently open for feedback from industry bodies, consumer groups and other stakeholders, following which ASCI will begin the process of finalising the framework.
