India’s new AI ad labelling guidelines: What brands must disclose and when AI content counts as an ad

The Advertising Standards Council of India (ASCI) on September 29 released guidelines requiring advertisers to label artificial intelligence (AI)-generated images, video and audio in ads when the content “materially influences consumer decisions and the absence of disclosure could mislead consumers.” In other words, brands must label AI content that could sway a buyer and mislead them if left unlabelled. The guidelines take effect three months after publication. ASCI’s definition of syntheticall