ASCI Issues AI-Generated Advertising Labelling Guidelines

The Advertising Standards Council of India released the “Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising” on 29 September 2026. The framework covers synthetically generated content in advertising, mandatory disclosure conditions, prohibited uses, and exempted routine edits.

Advertising Standards Council of India

The Advertising Standards Council of India is a self-regulatory organisation for advertising in India. It issues codes and guidelines for advertising practices across print, digital, television, and other media platforms.

Synthetically Generated Content in Advertising

Synthetically generated content refers to advertising material created or altered using artificial intelligence or similar digital tools. The category includes synthetic influencers, replicated likenesses or voices of real persons, fabricated events, and fabricated settings.

Labelling Rules and Prohibited Uses

The guidelines require mandatory labelling when synthetically generated content materially influences consumer decisions and its omission can mislead consumers. Advertisers may use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI” when the content is disclosed.

Certain uses remain prohibited even with an AI label. These include fabricated endorsements, misleading product results, non-existent locations presented as real, unauthorised copyrighted material, deepfakes, and the use of an individual’s likeness without consent.

Exemptions and Implementation

Routine editorial changes are exempt from labelling when they do not materially affect informed consumer choice. These changes include colour correction, lighting adjustments, minor blemish removal, decorative elements, obvious fantastical effects, AI-assisted advertising copy, and accessibility features such as subtitles.

The guidelines were issued after stakeholder consultations on a draft framework released in May 2026. The rules are set to come into effect three months after publication.

Important Facts for Exams

• The Advertising Standards Council of India was established in 1985 as a self-regulatory body for advertising in India.
• Deepfakes are synthetic media in which a person’s face, voice, or actions are digitally manipulated or generated.
• Artificial Intelligence in advertising is used for content generation, image editing, voice synthesis, and audience targeting.
• Consumer protection rules in advertising often require disclosures when material information can affect purchase decisions.

Key Terms in the Guidelines

The guidelines use the term “synthetically generated content” for AI-created or AI-altered advertising material. The framework also refers to disclosure labels, consumer choice, consent, and misleading advertising as core compliance concepts.