ASCI lays down rules for disclosing AI-generated content in advertisements

The Advertising Standards Council of India (ASCI) has issued new guidelines governing the use and disclosure of synthetically generated content in advertisements, addressing growing concerns about AI-created materials in the advertising space.

The guidelines establish clear protocols for when advertisers must disclose the use of synthetic or AI-generated content to consumers. The rules aim to ensure transparency and protect viewers from being misled about the authenticity of promotional materials, particularly as deepfakes and sophisticated AI tools become more prevalent in the advertising industry.

Under the new framework, certain uses of synthetically generated content are explicitly prohibited, while other applications are permitted without mandatory labeling requirements. The guidelines differentiate between various categories of AI-generated materials, recognizing that not all synthetic content poses equivalent risks to consumer trust.

ASCI's move reflects a proactive approach to regulating emerging technologies in advertising before they proliferate unchecked. The guidelines are expected to provide clarity to advertisers, agencies, and brands operating in India's digital advertising landscape, while maintaining consumer confidence in promotional claims and imagery.

The standards come as regulators globally grapple with the implications of generative AI and synthetic media in commercial communications. ASCI's framework aims to balance innovation in advertising technology with the need for consumer protection and truthful representation in marketing materials.