The Advertising Standards Council of India (ASCI) has released draft guidelines for the responsible labelling of AI-generated content in advertisements, proposing a risk-based framework that specifies when disclosures are necessary. The guidelines, published this week, aim to maintain honesty, decency, safety, and fairness in ads as brands increasingly use AI tools, while also addressing concerns about consumer label fatigue, according to medianama.com.
ASCI’s draft outlines certain high-risk AI uses that are prohibited outright, regardless of disclosure. These include fabricated endorsements or testimonials, exaggerated product claims or visuals that mislead, fake but realistic-looking locations, unauthorized use of deepfakes or copyrighted content, and AI-generated fictional authority figures such as fake doctors endorsing products. The guidelines also require AI labelling for virtual influencers, replication of real persons’ likeness or voice, AI-generated visuals demonstrating product performance, and entirely AI-created events or settings presented realistically.
The guidelines respond to the growing deployment of AI in advertising, aiming to prevent deceptive practices while balancing transparency and consumer protection. This move aligns with global trends where regulators are increasingly scrutinizing synthetic media in marketing. ASCI’s approach to prohibiting certain uses regardless of disclosure marks a stricter stance compared to some international frameworks, reflecting concerns about the potential for AI to mislead consumers through fabricated content or false endorsements.
The draft guidelines are open for public feedback and will shape the future regulatory framework for AI in advertising in India. ASCI’s next step is to finalize the rules after consultations, setting clear standards for brands and agencies using AI-generated content in their campaigns.