India's advertising and social media landscape is on the cusp of a significant transformation, driven by the rapid growth of artificial intelligence (AI). As AI becomes increasingly prevalent in the industry, experts are calling for a comprehensive AI advertising code of ethics to ensure that the technology is used responsibly.
The current regulatory framework in India is fragmented and ill-suited to handle AI-driven commercial communications. With the rise of AI-generated content, determining liability and ensuring transparency have become pressing concerns. Brands and advertisers must navigate the complex landscape of AI-driven advertising while balancing brand integrity and consumer safety with freedom of expression.
One of the key challenges is protecting vulnerable consumers, particularly children, from potential harm caused by AI-driven interactions. Experts advocate for measures like algorithm audits, labeling AI-generated content, and grievance redressal procedures to address these concerns.
Chirag Jain, Associate Partner at DSK Legal, emphasizes the need for a unified framework to address accountability, consent, and transparency in AI-generated content. Alay Razvi, Managing Partner at Accord Juris, notes that Indian law focuses on outcomes rather than tools, and regulations should target high-risk content.
Shryeshth Ramesh Sharma, Senior Partner at SKV Law Offices, highlights the importance of narrowly tailored regulations that align with constitutional principles of free speech. By establishing a robust AI advertising code of ethics, India can harness the potential of AI while minimizing its risks and ensuring a safe and transparent advertising ecosystem.
