The Advertising Standards Council of India (ASCI) has released draft guidelines aimed at regulating the growing use of artificial intelligence in advertising, especially deepfakes and misleading synthetic content. The proposed framework introduces rules for labeling AI-generated advertisements and focuses on protecting consumers from deceptive marketing practices. ASCI said the guidelines are designed to ensure transparency while preventing “label fatigue,” where consumers become overwhelmed by constant disclosures.
Under the draft rules, AI-generated advertisements will be divided into three categories: high risk, medium risk, and low risk. High-risk content includes fake endorsements, unauthorized deepfakes, exaggerated product claims, fabricated locations, and AI-generated authority figures such as fake doctors promoting products. ASCI stated that such advertisements would violate advertising standards even if they include AI disclosure labels. Medium-risk content would require mandatory labels such as “Created using AI” or “Enhanced using AI,” while low-risk uses like routine editing or decorative effects may not need disclosure.
The guidelines come amid rising global concerns over synthetic media and deepfake misuse in advertising and online promotions. AI-generated videos, cloned voices, and fabricated endorsements have increasingly been linked to scams, misinformation, and reputational harm worldwide. Recent reports have shown how deepfake advertisements have been used to falsely depict celebrities, actors, and public figures in misleading or explicit promotional campaigns without consent. Experts warn that generative AI is making deceptive advertising cheaper, faster, and harder for ordinary consumers to identify.
ASCI’s proposal reflects India’s broader push toward AI governance and consumer protection as AI-generated media becomes more common in marketing campaigns. The draft rules are currently open for public consultation until June 13, after which the industry body may finalize the framework. Analysts say the move could become one of India’s most significant steps toward regulating synthetic media in advertising, balancing innovation in AI-powered marketing with growing concerns around transparency, trust, consent, and consumer safety.
