Advertising Standards Council of India has released draft guidelines for the responsible labelling of AI-generated content in advertising. The guidelines have remained open for stakeholder consultation till June 13, 2026.
The draft framework has aligned with the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026, amended on February 10. The guidelines have focused on transparency in advertising while aiming to avoid excessive consumer label fatigue around synthetically generated content.
ASCI has adopted a risk-based approach that has prioritised consumer outcomes over regulating the technology itself. Under the framework, AI use in advertising has been considered misleading or harmful only when it has created unfulfillable expectations, exploited vulnerable groups, depicted unsafe situations, or replicated a real person’s likeness without consent.
The draft guidelines have classified AI-generated advertising content into three categories based on consumer risk.
High-risk advertisements have included content that is illegal, misleading, infringes on rights, or violates the ASCI Code. These advertisements have remained prohibited even if AI disclosures are added. Examples have included fabricated endorsements or testimonials, exaggerated product claims or visuals, fake realistic locations, unauthorised deepfakes, use of copyrighted work without consent, and AI-generated fictional authority figures such as fake doctors endorsing products.
Medium-risk advertisements have required mandatory labelling where AI use could materially influence consumer decisions. These have included virtual influencers, AI-generated replicas of real individuals, synthetic product demonstrations, AI-created realistic events or settings, demonstrations of non-existent products, exaggerated AI-generated sound effects linked to product performance, and AI-driven sponsored product suggestions.
Low-risk advertisements have not required disclosures where AI use has had no material impact on informed consumer choice. These have included routine editing enhancements, decorative AI-generated backgrounds, ambient sound effects unrelated to product claims, unrealistic fantasy elements, AI-assisted advertising copy generation, accessibility-related content creation, and administrative document preparation.
ASCI has stated that advertisers may use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI” wherever disclosures are required. The disclosures have also been required to follow ASCI’s existing disclaimer guidelines.
The draft guidelines have been opened for public consultation, and ASCI has invited feedback from industry stakeholders, consumer groups, and the public till June 13, 2026. Feedback has been requested through email at [email protected].
“AI is transforming advertising rapidly, but consumer trust must remain paramount. These draft guidelines seek to strike a balance between innovation and transparency by focusing on consumer outcomes rather than the technology itself,” said Manisha Kapoor.
