ASCI Issues Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising

The Advertising Standards Council of India (ASCI) has officially released its Guidelines for Responsible Labelling of Synthetically Generated Content (SGC) in Advertising. Following stakeholder consultations on the draft framework introduced earlier, these guidelines are designed to protect consumers from misleading digital manipulation while ensuring transparency as brands increasingly deploy artificial intelligence. Set to take effect three months from publication, the framework outlines strict parameters regarding prohibited content, mandatory disclosures, and exempt editing practices.

The guidelines establish clear boundaries across four key areas to govern the use of AI in commercial media:

Prohibited Content (High Risk): Certain applications remain entirely barred regardless of whether an AI label is attached. This includes fabricating testimonials or endorsements, exaggerating product performance deceptively, presenting non-existent locations as real, using unauthorized copyrighted works, and deploying deepfakes or a person’s likeness without explicit consent.

Mandatory Labelling Required (Medium Risk): Disclosures become compulsory when SGC materially sways consumer choices. This covers virtual influencers, replicated likenesses or voices of real persons (even with consent), demonstrations of unbuilt products, and paid AI-generated product recommendations labeled explicitly as “Sponsored by [Brand]”.

No Labelling Required (Low Risk): Routine adjustments that do not impact an informed consumer choice are exempt. These include standard color correction, lighting adjustments, blemish removal, decorative ambient visuals, obvious fantastical effects, script generation, and accessibility aids like subtitles.

Execution and Accountability:
Where disclosure is mandatory, brands are required to use clear identifiers such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, or alternative labels that genuinely communicate the synthetic nature of the media in alignment with ASCI disclaimer codes. Emphasizing the core philosophy behind the framework, ASCI Secretary General and CEO Manisha Kapoor noted that the onus remains squarely on advertisers to ensure final communications stay honest, transparent, and compliant with the overarching ASCI Code.