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ASCI orders brands to label misleading AI-generated ads; guidelines take effect three months after publication
ASCI released guidelines on September 29 requiring advertisers to label AI-generated images, video and audio in ads that could mislead buyers, effective three months after publication. Platforms with over 50 lakh users face separate IT Rules labelling duties.
The numbers
Figures from Medianama,
| IT Rules platform labelling in force since: | February 20 |
|---|---|
| Saregama AI music video cost: | Rs. 70,000 |
| AI ad cost per video (Pahwa estimate): | Rs. 4000-5000-10,000 |
| October 2025 draft label coverage: | 10% of screen |
Why it matters for the brand
Before the guidelines take effect three months after publication, audit every creative workflow for AI-generated images, video and audio that could mislead buyers, such as synthetic models, product demos and voiceovers, and write labelling into agency and influencer briefs.
The source
First seen