The Advertising Standards Council of India (ASCI) has released guidelines for the responsible labelling of synthetically generated content (SGC) in advertising, laying down disclosure requirements for AI-generated content and specifying practices that are not permitted.
The guidelines follow stakeholder consultations on the draft framework released in May and come as advertisers increasingly use artificial intelligence to create, modify and enhance advertising content. ASCI said its approach focuses on the potential impact of synthetic content on consumers rather than the technology used to create it.
According to the advertising self-regulatory body, synthetic content can become misleading or harmful when it creates unrealistic expectations, exploits vulnerable audiences, depicts unsafe situations, uses an individual’s likeness without consent, or communicates false or misleading information.
All advertisements using SGC will continue to be evaluated under the ASCI Code, irrespective of whether the content carries an AI disclosure.
AI labelling does not make misleading ads compliant
ASCI has clarified that adding an AI label will not make an otherwise misleading or non-compliant advertisement acceptable.
Advertisements that are illegal, infringe intellectual property or other rights, contain misleading claims, or violate the ASCI Code will remain prohibited.
The prohibited uses include fabricated endorsements or testimonials, misleading synthetic depictions of product results or features, presenting fictional locations or settings as real, using copyrighted material without authorisation, and using deepfakes or an individual's likeness without consent.
When disclosure will be mandatory
Disclosure will be required when synthetic content has a material influence on a consumer’s decision and failing to identify it could affect the consumer’s understanding of the advertisement.
This includes the use of synthetically generated influencers or ambassadors, as well as the replication of a real person’s likeness or voice with consent for personalised advertising.
Disclosure will also be required for fabricated events or settings that could influence how consumers perceive a product or service, demonstrations of products that do not currently exist, and AI-generated sound effects that are relevant to a product’s core features.
Paid or sponsored AI-generated product recommendations will additionally need to carry the disclosure: “Sponsored by [Brand]”.
Routine AI-assisted editing exempt from disclosure
The guidelines do not require disclosure where synthetic content does not materially affect a consumer’s ability to make an informed decision.
Routine editing applications such as colour correction, lighting adjustments, noise reduction and minor blemish removal are therefore exempt. Decorative or ambient elements and clearly fantastical effects also do not require disclosure.
ASCI has similarly excluded administrative and text-based applications, including the generation of advertising copy, as well as accessibility applications such as subtitles, translations and accurate audio descriptions.
Brands can use platform-provided AI labels
Where disclosure is required, advertisers can use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, including labels made available by advertising platforms.
Advertisers may also use alternative wording, provided it accurately communicates the nature of the synthetic content. Required disclosures will have to comply with the ASCI Code’s provisions on disclaimers, wherever applicable.
Manisha Kapoor, secretary general and CEO, ASCI, said the guidelines are intended to establish practical transparency requirements while keeping consumers at the centre of the framework.
She added that an AI disclosure by itself does not make an otherwise misleading advertisement compliant, with advertisers continuing to be responsible for ensuring that the final communication is honest, transparent and in line with the ASCI Code.
The guidelines will come into effect three months from the date of publication.
