20
May
The Advertising Standards Council of India (ASCI) on Tuesday released draft guidelines for the responsible labelling of Artificial Intelligence (AI)-generated content in advertising, amid growing use of AI-powered campaigns by brands across sectors.The proposed guidelines, aligned with the amended Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2026, aim to ensure transparency for consumers while avoiding excessive disclosure requirements that may lead to “label fatigue.”ASCI said the framework follows a risk-based approach, focusing on consumer impact rather than regulating the technology itself. According to the draft, AI-generated advertising would be considered misleading or harmful if it creates false…
