ASCI Issues New Guidelines For AI-Generated Ads And Creator Consent

The Advertising Standards Council of India (ASCI) has issued new guidelines for using AI-generated content in advertising, covering disclosure requirements and the use of a person’s image, voice or endorsement in synthetic content.

The guidelines take effect from January 1, 2027, and require advertisers to disclose synthetic content when it could influence consumer decisions and leaving it unlabeled could mislead consumers. They also prohibit fabricated endorsements and the use of a person’s likeness without consent, while clarifying that an AI disclosure does not exempt an advertisement from existing rules on misleading claims.

ASCI has adopted a risk-based approach to synthetic content, requiring disclosure when it materially influences consumer decisions and leaving it unlabeled could mislead consumers. Routine AI-assisted edits that do not materially affect how consumers understand an advertisement may not require disclosure.

“Importantly, it clarifies where the mere use of an AI label may not make an otherwise misleading advertisement acceptable,” said Manisha Kapoor, Secretary General and CEO, ASCI, in a statement shared with Exchange4Media.

The guidelines prohibit fabricated endorsements, deepfakes and the use of a person’s image or voice without consent. Brands can use synthetic influencers or replicate a real person’s image or voice with consent, subject to the disclosure requirements.

ASCI has also distinguished consent from approval. A person agreeing to the use of their image or voice does not necessarily mean they have approved a new claim, statement or endorsement generated using an AI replica.

An AI-generated label also does not override existing advertising standards. Advertisers remain responsible for ensuring that claims made through synthetic content are not false or misleading.

The rules come as AI-generated people and synthetic influencers become part of advertising campaigns. The report cited the dispute involving actor Urvashi Rautela, whose team alleged that a US-based AI company had used her name, images and videos commercially without authorisation. The allegations have not been established by a court.