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.

— Source publishedMon, 18 May, 2026, 06:00 IST·First seen Mon, 18 May, 2026, 06:04 IST·Source Financial Express · BrandWagon

What happened

ASCI released draft guidelines for responsible AI content labelling in advertising, taking a risk-based approach. The move follows incidents where fake

Key facts

  • June 13

Why this matters

Track ASCI's final framework as a template for global AI-ad governance and scout content-authentication or watermarking vendors as potential bolt-ons.

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