Mukesh Kaushik2 hours ago
India is set to introduce its first dedicated regulatory framework for advertisements created using artificial intelligence (AI).
The Advertising Standards Council of India (ASCI) has released a draft proposal that would require advertisers to clearly disclose the use of AI in ads that could influence consumer decisions.
Under the proposed guidelines, advertisements using AI-generated celebrity faces or voices, virtual influencers, product demonstrations, or realistic visuals that may affect purchasing choices must carry a clear disclosure stating they were created or enhanced using AI.
Misleading AI content may face an outright ban
The draft makes it clear that an AI label alone will not be sufficient in all cases. Advertisements featuring fake doctors, fabricated testimonials, exaggerated claims, or the unauthorised use of a person’s face or voice through AI could be prohibited outright.
The move follows the Centre’s efforts to regulate AI-generated content on social media, including rules requiring platforms to identify deepfakes and remove misleading AI content within three hours of receiving a complaint. The proposed advertising guidelines aim to bring similar transparency to commercial content.
Experts who submitted recommendations to ASCI have called for stronger safeguards than a simple AI label. They have suggested digital tracking, watermarking, greater accountability for advertisers, and strict penalties for violations to protect consumers from AI-enabled fraud.
ASCI has received feedback on the draft guidelines, which will now be reviewed before the final framework is submitted to the government.
Key proposals in the draft guidelines
- AI-generated advertisements will be classified as high-risk, medium-risk and low-risk.
- High-risk AI advertisements could face a complete ban.
- Medium-risk advertisements must carry labels such as “AI-generated” or “AI-assisted.”
- Routine edits, including photo enhancement, colour correction and background music, will not require AI disclosures.
- Sponsored content using AI-generated recommendations must also disclose that it is a paid promotion.
