The Advertising Standards Council of India (ASCI) on Tuesday released guidelines for responsible labelling of synthetically generated content (SGC) in advertising, laying down requirements for disclosure where AI-generated material could materially influence consumer understanding or decision-making.
The guidelines, which follow stakeholder consultations on a draft released in May, will come into effect three months from the date of publication. ASCI said advertisements using SGC must comply with its code, irrespective of whether an AI label is used.
The framework prohibits fabricated endorsements, misleading synthetic representations of product results, fake locations presented as real, unauthorised use of copyrighted work and deepfakes or use of an individual’s likeness without consent. Labelling will be mandatory for synthetic influencers, consent-based replication of a person’s likeness or voice, fabricated events or settings, demonstrations of non-existent products, certain AI-generated sound effects and paid AI-generated product recommendations, which must carry the label “Sponsored by [Brand]”.
In Kolkata, the guidelines are likely to have relevance as agencies and brands increasingly adopt AI tools for campaign production, influencer content and digital advertising. Advertisers and agencies will need to assess whether synthetic elements could affect consumer understanding and ensure appropriate disclosures where required.
ASCI Secretary General and CEO Manisha Kapoor said the guidelines aim to provide practical transparency while keeping consumers at the centre. Routine editing, decorative effects, obvious fantastical elements, copy generation and accessibility applications will not require disclosure where they do not materially affect informed consumer choice.
