ASCI drafts AI ad-labelling rules after fake Amul, Hajmola spots erode brand trust
India's ad watchdog ASCI has floated draft guidelines for responsible AI-generated content in advertising, adopting a risk-based disclosure approach. The push follows viral deepfake ads mimicking Amul and Dabur's Hajmola. Industry consultation runs until June 13.
ASCI released draft guidelines for responsible AI content labelling in advertising, taking a risk-based approach. The move follows incidents where fake AI-generated ads mimicking Amul and Dabur's Hajmola circulated, raising brand-trust concerns. Industry feedback open until June 13.
Why this matters
ASCI's draft marks its first formal stance on generative AI in ads, responding to deepfakes that hijacked Amul and Hajmola's equity. Signals a shift from reactive takedowns to structured disclosure norms.
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