With brands increasingly using Artificial Intelligence to create or enhance ads, the Advertising Standards Council of India (ASCI) on Tuesday released guidelines to ensure responsible labelling of Synthetically Generated Content in Advertising. The self-regulatory industry body said that mandatory labelling or disclosure will be required where SCG content influences purchase decisions and when the absence of a disclosure could mislead consumers.
“Brands can use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, including labels provided by advertising platforms. Brands may also use alternative labels that accurately inform consumers about the nature of the synthetic content,”it added.
ASCI said such labels are much needed as SGC ad content can be misleading or harmful when it creates unrealistic expectations, takes advantage of vulnerable populations, shows unsafe situations, uses a person’s likeness without their consent, or presents false or misleading information. These guidelines will come into effect within three months.
Outlining the conditions for mandatory labelling, the guidelines stated that it is required when advertising content uses synthetically generated influencers and ambassadors ,a real person’s likeness or voice with consent i for personalised messaging. It said labelling should also be done when an ad depicts a fabricated event or setting that influences consumer’s purchase behaviour, demonstrations regarding products that do not exist, SCG-generated sound effects relevant to the product’s core features or paid or sponsored AI-generated product suggestions.
Synthetically generated content (SGC) means any audio, visual, or audio-visual content in an advertisement that is artificially or algorithmically originated, created, generated, modified, or materially altered using a computer resource, to appear real, authentic or true and depicts or portrays any individual or event in a manner that is likely to be understood, perceived or believed to be true.
Manisha Kapoor, Secretary General and CEO, ASCI, said: “The use of AI in advertising is evolving rapidly, and our approach must evolve with it while keeping the consumer at the centre. These guidelines provide for practical transparency requirements, when a consumer’s understanding of an advertisement may be adversely impacted without an AI label. Importantly, it clarifies where the mere use of an AI label may not make an otherwise misleading advertisement acceptable. The responsibility remains with advertisers to ensure that the end communication is honest, transparent and compliant with the ASCI Code.”
The guidelines stressed that ads that are illegal, infringe on rights, contain misleading claims or violate the ASCI Code remain prohibited, irrespective of whether an AI label is used. This includes using deepfakes or an individual’s likeness without consent
Disclosures are not required where SGC has no material impact on a consumer’s ability to make an informed choice. This includes routine edition, decorative elements, obvious fantastical effects, text-based uses or generating advertising copy and accessibility applications, including subtitles, translations and accurate audio descriptions
All SGC-based advertisements will continue to be assessed against the ASCII Code in its entirety, it added.
Published on September 29, 2026
