What the new guidelines say
The Advertising Standards Council of India has published its Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising, giving brands a clearer rulebook for AI-assisted campaigns. The rules follow the May draft and stakeholder consultations, and focus on how synthetic content affects the consumer rather than which AI tool made it.
Under the framework, synthetic content that creates unrealistic expectations, exploits vulnerable audiences, uses an individual’s likeness without consent, or carries false or misleading information remains a problem. Advertisers still have to meet the full ASCI Code, and an AI label alone cannot rescue a misleading ad.
Prohibited, labelled, or no label needed
The guidelines split AI use into three practical tiers. Prohibited uses include fabricated endorsements or testimonials, deceptive product demonstrations, portraying non-existent locations as real, unauthorised use of copyrighted work, and deepfakes. These do not become acceptable just because a label is added.
Mandatory labelling kicks in where synthetic content materially influences consumer decisions and missing disclosure could mislead. That covers AI-generated influencers and ambassadors, consented replication of a real person’s voice or likeness for personalised messaging, fabricated events or settings that shape understanding, demonstrations of products that do not yet exist, and AI-generated sound effects tied to core product claims. Paid or sponsored AI-generated product suggestions must specifically say “Sponsored by [Brand]”.
No label is needed for routine editing such as colour correction, lighting adjustments, noise reduction and minor blemish removal, decorative or ambient elements, obvious fantastical effects, administrative or text-based uses, and accessibility supports like subtitles, translations and accurate audio descriptions.
How brands can disclose
Where disclosure is required, ASCI accepts labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, including labels supplied by advertising platforms. Alternative labels are allowed if they accurately communicate the nature of the synthetic content.
Manisha Kapoor, Secretary General and CEO of ASCI, said the approach must evolve with AI while keeping the consumer at the centre. She emphasised that the guidance clarifies when an AI label is needed and when a label cannot make an otherwise misleading advertisement acceptable.
Why this matters for marketing teams
The guidelines give advertisers a three-month window from publication before they take effect. For Indian marketing teams, the practical task is to build an SGC review step into campaign production, so every AI-generated element is classified before launch.
- Audit all AI-generated assets before sign-off: check influencers, product demos, voice cloning, and sound design.
- Use the “Sponsored by [Brand]” label for paid AI-generated product suggestions.
- Keep ordinary post-production edits out of the disclosure pile to avoid label fatigue.
The takeaway
Synthetic content is not banned; it is being made legible. Brands that classify early will avoid consumer-complaint risk while still using AI to speed up production.
Source: MediaNews4U
