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ASCI Mandates AI Disclosure in Ads, Sets Strict Rules for Synthetic Content
- •The Advertising Standards Council of India (ASCI) has released new guidelines for synthetically generated content (SGC) in advertising, specifying when AI disclosure is mandatory and when such content is prohibited.
- •Disclosure is required if synthetic content could materially influence consumer decisions, including AI-generated influencers, replicated voices/likenesses, fabricated events, and product demonstrations for non-existent items.
- •Paid AI-generated product recommendations must carry a specific "Sponsored by [Brand]" disclosure.
- •ASCI clarifies that an "AI-generated" label does not make an otherwise misleading advertisement compliant; ads fabricating endorsements, exaggerating results, or using unauthorized copyrighted material remain prohibited.
- •Routine AI uses like color correction, minor blemish removal, decorative elements, text generation, and accessibility tools do not require disclosure if they don't materially impact consumer choice.
Key Questions Answered
The Advertising Standards Council of India (ASCI) has introduced new guidelines requiring brands to disclose the use of synthetically generated content in advertising when it could materially influence consumer decisions or prove misleading. This includes AI-generated influencers, replicated voices or likenesses, fabricated events, and non-existent product demonstrations, with rules taking effect three months after publication.
No, ASCI has emphasized that adding an AI-generated label will not make an otherwise misleading advertisement compliant. Advertisements that fabricate endorsements, exaggerate product results, create fictional locations as real, or use unauthorized likenesses remain strictly prohibited under the ASCI Code.
Routine editing processes such as color correction, lighting adjustments, noise reduction, and minor blemish removal do not require disclosure. Additionally, ambient elements, obvious fantasy effects, text-based tools like ad copy generation, and accessibility tools such as subtitles and translations are exempt.
