ASCI Issues Guidelines for Labelling of AI Content in Advertising

The Advertising Standards Council of India (ASCI) has released its Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising on September 29, 2026. The guidelines set out when advertisers must disclose the use of synthetically generated content (SGC) and which uses are not permitted. ASCI stated that the framework focuses on how such content affects consumers, rather than on the technology used to create it. The guidelines will come into effect three months from the date of publication.

In May 2026, it released draft guidelines on labelling AI-generated content in advertising and invited feedback until June 13, 2026. The draft was stated to be aligned with the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026, notified by the Ministry of Electronics and Information Technology on February 10, 2026, and in force from February 20, 2026. The final guidelines follow the stakeholder consultation on that draft.

The final guidelines introduce several key changes from the draft. The terminology has shifted from “AI-generated content” to “synthetically generated content” (SGC), accompanied by a comprehensive definition. The explicit risk-based classification (high, medium, low risk) has been replaced with clearer category labels: prohibited content, mandatory labelling, and no labelling required. The final version adds an assessment framework with three guiding questions to help brands determine when labelling is necessary and introduces a standalone accessibility category covering subtitles, captions and translations. Notably, the draft’s example of fictional authority figures (such as an AI-generated doctor) has been removed from the prohibited content list, while the “exaggerated” qualifier for sound effects requiring labelling has also been dropped. The final guidelines also explicitly require compliance with the entirety of the ASCI Code and recognise platform-provided disclosure labels as acceptable.

Key Provisions

• Prohibited content: Advertisements that are illegal, infringe rights, contain misleading claims or violate the ASCI Code remain prohibited, even if an AI label is used. This includes fabricated endorsements or testimonials, misleading synthetic representations of product results or features, presenting non-existent locations or settings as real, using unauthorised copyrighted work, and using deepfakes or an individual’s likeness without consent.
• Mandatory labelling: Disclosure is required where SGC materially influences consumer decisions and its absence could mislead consumers. This includes synthetically generated influencers or ambassadors, replication of a real person’s likeness or voice with consent for personalised messaging, fabricated events or settings that could affect how consumers understand 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.
• Sponsored recommendations: Paid or sponsored AI-generated product recommendations must carry the specific disclosure “Sponsored by [Brand]”.
• No labelling required: Disclosure is not required where SGC has no material impact on a consumer’s ability to make an informed choice. This covers routine editing such as colour correction, lighting adjustments, noise reduction and minor blemish removal; decorative or ambient elements; obvious fantastical effects; administrative and text-based uses, including generating advertising copy; and accessibility applications such as subtitles, translations and accurate audio descriptions.
• Form of disclosure: Advertisers may use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, including labels provided by advertising platforms, or alternative labels that accurately communicate the nature of the synthetic content. Disclosures must follow the ASCI Code’s guidelines on disclaimers, wherever applicable.
• Application of the ASCI Code: All advertisements using SGC continue to be assessed against the ASCI Code in its entirety.

ASCI’s Secretary General and CEO, Manisha Kapoor, stated that the guidelines clarify that the mere use of an AI label may not make an otherwise misleading advertisement acceptable and that responsibility remains with advertisers to ensure the end communication is honest, transparent and compliant with the ASCI Code.

ASCI is the self-regulatory body for advertising in India. It is a voluntary organisation rather than a statutory regulator, and its codes and guidelines do not independently carry the force of law. However, the ASCI Code has received recognition from key regulatory stakeholders. It is appended in the Cable Television Networks Rules, 1994, which prohibit cable services from carrying any advertisement that violates the ASCI Code. The Supreme Court of India, in its judgement dated 12 January 2017 in Common Cause (A Regd. Society) v. Union of India, affirmed and recognised the self-regulatory mechanism established by ASCI. ASCI has also entered into partnerships with the Food Safety and Standards Authority of India, the Ministry of AYUSH, and the Department of Consumer Affairs through the Grievances Against Misleading Advertisements portal. Additionally, the Insurance Regulatory and Development Authority Act requires insurance companies and intermediaries to adhere to ASCI Codes.

To ensure compliance, ASCI’s Consumer Complaints Council examines complaints against advertisements and issues recommendations. If a complaint is upheld, the advertiser is required to withdraw or modify the offending advertisement within ten business days. In cases of non-compliance, ASCI informs the advertiser’s agency and media partners that the advertisement contravenes the Code and may refer the matter to the relevant regulatory authority or government department for appropriate action.

The guidelines come into effect three months from the date of publication. This note is current as at September 29, 2026.