Under the guidelines, disclosure will be mandatory when synthetic content could materially influence a consumer’s decision and withholding the information could be misleading.
The guidelines come after stakeholder consultations on a draft released in May and come as brands increasingly use AI to create, enhance and personalise advertising content.
When AI-generated content must be disclosedUnder the guidelines, disclosure will be mandatory when synthetic content could materially influence a consumer’s decision and withholding the information could be misleading.
All advertising using synthetically generated content will continue to be assessed under the ASCI Code in its entirety.
Where disclosure is required, brands can use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”.
Under the guidelines, disclosure will be mandatory when synthetic content could materially influence a consumer’s decision and withholding the information could be misleading.
The Advertising Standards Council of India (ASCI) has introduced new guidelines governing the use of synthetically generated content (SGC) in advertising, setting out when brands must disclose the use of AI-generated material and where such content will not be permitted.
The guidelines come after stakeholder consultations on a draft released in May and come as brands increasingly use AI to create, enhance and personalise advertising content.
The new rules will come into effect three months after publication.
When AI-generated content must be disclosed
Under the guidelines, disclosure will be mandatory when synthetic content could materially influence a consumer’s decision and withholding the information could be misleading.
This includes synthetically generated influencers and ambassadors, as well as the replication of a real person’s voice or likeness with consent for personalised advertising.
Brands will also have to disclose fabricated events or settings that could affect how consumers understand a product, demonstrations of products that do not yet exist, and AI-generated sound effects that are closely linked to a product’s core features.
Paid or sponsored AI-generated product recommendations will have to carry a specific disclosure: “Sponsored by [Brand]”.
An AI label won't make a misleading ad acceptable
ASCI has also drawn a line between disclosure and compliance. Advertisements that fabricate endorsements, exaggerate product results, create fictional locations and present them as real, use unauthorised copyrighted material or deploy a person’s likeness without consent will remain prohibited.
In other words, adding an “AI-generated” label will not make an otherwise misleading advertisement compliant with the ASCI Code.
All advertising using synthetically generated content will continue to be assessed under the ASCI Code in its entirety.
The guidelines also make clear that brands will not have to disclose every instance where AI is used behind the scenes. Routine editing such as colour correction, lighting adjustments, noise reduction and minor blemish removal will not require disclosure where it has no material impact on a consumer’s ability to make an informed choice.
Similarly, decorative or ambient elements, obvious fantasy effects, administrative or text-based applications such as generating advertising copy, and accessibility tools including subtitles, translations and accurate audio descriptions will not require an AI label.
What should the disclosure look like?
Where disclosure is required, brands can use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”. Platform-provided labels can also be used, while alternative wording is permitted as long as it accurately communicates the nature of the synthetic content.
ASCI said disclosures must also comply with its existing rules around disclaimers.
Manisha Kapoor, Secretary General and CEO, ASCI, said the framework is intended to keep pace with the rapid evolution of AI while ensuring that consumers are not misled. “The responsibility remains with advertisers to ensure that the end communication is honest, transparent and compliant with the ASCI Code,” Kapoor said.
First Published on September 29, 2026, 11:35:18 IST
