The Advertising Standards Council of India (ASCI) has released its guidelines for Responsible Labelling of Synthetically Generated Content in Advertising, spelling out when advertisers must disclose AI use and which applications are not allowed. Framed after consultations on the draft released in May, the framework focuses on consumer impact rather than the technology itself. It takes effect three months from publication, and all such ads remain subject to the ASCI Code.
An AI label cannot make a misleading or non-compliant ad acceptable. Prohibited uses include fabricated endorsements or testimonials, misleading depictions of product results, non-existent locations shown as real, unauthorised copyrighted work, and deepfakes or likeness used without consent.
Disclosure is mandatory when synthetic content could materially influence consumer decisions. This covers AI-generated influencers or ambassadors, consented replication of a real person’s likeness or voice for personalised messaging, fabricated settings or events that shape how a product is understood, demonstrations of products that do not yet exist, and AI sound effects tied to core product features. Paid AI-generated recommendations must carry the line “Sponsored by [Brand]”.
Labels are not needed for routine edits such as colour correction, lighting tweaks and noise reduction, decorative elements, obvious fantasy effects, ad copy generation, or accessibility uses like subtitles and translations. Where required, brands can use labels such as “Audio/Video created using AI” or “enhanced using AI”. ASCI CEO Manisha Kapoor said responsibility stays with advertisers to keep communication honest and compliant.
