ASCI's New Guidelines on AI in Advertising: Navigating Transparency and Consumer Trust

The Advertising Standards Council of India (ASCI) has proposed draft guidelines for the responsible labelling of AI-generated content in advertisements. The framework aims to ensure transparency while preventing consumer label fatigue and categorizes AI content by risk: high, medium, and low. The guidelines are open for feedback until June 13.

The Advertising Standards Council of India (ASCI) unveiled draft guidelines aimed at ensuring transparency and safeguarding consumer interests in advertisements featuring AI-generated content. These guidelines propose a risk-based framework classifying AI content into high, medium, and low risk, intending to prevent misleading or harmful advertising practices.

High-risk AI-generated advertisements, which include illegal content and those infringing on personal rights or making misleading claims, are prohibited. Medium-risk ads need mandatory labelling to ensure consumers understand the synthetic nature of the content, while low-risk ads require no labelling if they don't materially influence consumer decisions.

The guidelines align with recent amendments to the Information Technology rules and are open for public feedback until June 13, providing a platform for stakeholders to voice their opinions on this evolving advertising landscape.