ASCI Issues Labelling Guidelines for AI-Generated Content in Advertising

The Advertising Standards Council of India issued the "Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising" on 29 September 2026. They take effect three months after publication. Advertisers must disclose synthetically generated content whenever it materially influences a consumer's decision, using wording such as "Video created using AI". Some uses are barred even with a label, including fabricated endorsements and deepfakes. Routine editing and accessibility features are exempt. A draft was released on 8 May 2026 and finalised after stakeholder consultation. The guidelines sit alongside the government's own labelling rules for synthetically generated information notified earlier in 2026.

What Happened

On 29 September 2026, the Advertising Standards Council of India issued its final "Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising". The guidelines require advertisers to tell consumers when artificial intelligence has created or altered advertising material in a way that could change a buying decision. A draft had been released on 8 May 2026, and the final text follows consultation with advertisers, agencies and platforms. Manisha Kapoor, Secretary General and Chief Executive Officer of the council, said the responsibility for honest and transparent communication stays with the advertiser.

When & Where

The guidelines were issued on 29 September 2026 and take effect three months after publication, which gives advertisers a transition period to change creative processes and contracts. They apply across India to advertisements in every medium covered by the council's code, including television, print, digital and influencer content.

Who Is Involved

Advertising Standards Council of India — the voluntary self-regulatory body for advertising, set up in 1985, which issued the guidelines.
Manisha Kapoor — Secretary General and Chief Executive Officer of the council.
Advertisers and brand owners — bear final responsibility for honest and compliant communication.
Advertising agencies and digital platforms — must build labelling into production and publishing workflows.
Central Consumer Protection Authority — the statutory regulator whose misleading-advertisement guidelines of June 2022 run parallel to the council's code.

How It Works

Apply a materiality test. Labelling is triggered only when synthetically generated content materially influences a consumer's decision and its omission could mislead. A risk-based test avoids labelling every small edit.
Label in plain words. Approved wording such as "Video created using AI" or "Audio enhanced using AI" is used, so a consumer understands without technical knowledge.
Disclose synthetic people. Synthetic influencers and brand ambassadors must be disclosed, because a consumer trusting a recommendation must know whether the recommender exists.
Flag sponsored artificial intelligence suggestions. When an artificial intelligence assistant recommends a product because a brand paid for it, the recommendation carries "Sponsored by" and the brand name, so paid placement is not mistaken for neutral advice.
Some uses are barred outright. Fabricated endorsements, exaggerated product results, fictional locations shown as real, unauthorised copyrighted work, deepfakes and use of a person's likeness without consent are not permitted even with a label, because no disclosure cures a false claim.
Exempt the harmless. Colour correction, noise reduction, minor blemish removal, decorative elements, obviously fantastical effects, text and administrative uses and accessibility features such as subtitles need no label.

Why It Matters

Consumer protection angle: A synthetic testimonial is a false claim whether or not a machine produced it, so the guidelines make the disclosure duty explicit rather than leaving it to interpretation.
Technology governance angle: India now has two parallel layers on synthetic media: industry self-regulation through the council's code and statutory obligations on intermediaries under the information technology rules.
Legal angle: Breach of advertising standards can attract action under the Consumer Protection Act, 2019, through the Central Consumer Protection Authority, so a self-regulatory guideline has real consequences.
Free speech angle: Commercial speech is protected under the freedom of speech and expression, but misleading advertising is not, which is the constitutional space these guidelines occupy.

Historical Background

1985: The Advertising Standards Council of India was set up as a voluntary self-regulatory body for the advertising industry.
2019: The Consumer Protection Act was enacted and created the Central Consumer Protection Authority with power to act against misleading advertisements.
June 2022: The Central Consumer Protection Authority notified guidelines for the prevention of misleading advertisements and endorsements.

The current step extends this line from human-made claims to machine-made ones, without writing a new law.

Previous Related Events

16 February 2026: The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 were notified, with effect from 20 February 2026, requiring labelling of synthetically generated information.
8 May 2026: The Advertising Standards Council of India released the draft guidelines for consultation.
29 September 2026: The final guidelines were issued, to take effect three months later.

Static GK Connection

Consumer Protection Act, 2019: Replaced the 1986 Act and created the Central Consumer Protection Authority, which can act against misleading advertisements and endorsements.
Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021: The rules that were amended in February 2026 to define synthetically generated information and require its labelling.
Commercial speech and Article 19(1)(a): In Tata Press Limited versus Mahanagar Telephone Nigam Limited (1995), the Supreme Court held that commercial speech is part of the freedom of speech and expression, though misleading advertising receives no protection.
Self-regulation: A model in which an industry body frames and enforces standards on its members, distinct from statutory regulation by a government authority.

India & World Comparison

The European Union's artificial intelligence law requires that artificial intelligence generated or manipulated content be disclosed, and several jurisdictions have introduced deepfake and synthetic-media disclosure obligations. India's approach is a two-layer one: the government has notified statutory labelling obligations on intermediaries through the information technology rules amendment of February 2026, while the advertising industry regulates its own members through the council's code. This combination of statute for platforms and self-regulation for advertisers is less common than a single statutory regime. India shares with the European Union the core design idea that the test for disclosure should depend on the risk a piece of content poses rather than on the technology used to make it.

Future Impact

Compliance deadline: Advertisers get three months from 29 September 2026 before the guidelines bind them, so contracts and creative processes must change in that window.
Disclosure becomes routine: Labels on synthetic influencers and artificial intelligence generated visuals are likely to become a standard part of Indian advertising.
Enforcement overlap: Complaints may travel to both the council and the Central Consumer Protection Authority, so coordination between self-regulation and statutory action will be tested.
Wider synthetic media rules: As artificial intelligence tools spread, the definitions used here are likely to influence rules for news, entertainment and political communication.

🔑 Key Points for Revision

The Advertising Standards Council of India issued the guidelines on 29 September 2026.
The title is Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising.
They take effect three months after the date of publication.
The draft was released on 8 May 2026 for stakeholder consultation.
Labelling is required when synthetic content materially influences a consumer's decision.
Approved wording includes Video created using AI and Audio enhanced using AI.
Synthetic influencers and brand ambassadors must be disclosed.
Sponsored artificial intelligence product suggestions carry Sponsored by and the brand name.
Fabricated endorsements and deepfakes are barred even with a label.
Using a person's likeness or voice without consent is prohibited.
Colour correction, noise reduction and blemish removal need no label.
Accessibility features such as subtitles and translations are exempt.
Manisha Kapoor is Secretary General and Chief Executive Officer of the council.
The council was set up in 1985 as a voluntary self-regulatory body.
The Information Technology Amendment Rules, 2026 were notified on 16 February 2026 and took effect on 20 February 2026.

🧠 Concept Link (Static GK Deep Dive)

Core Concept: Advertising self-regulation and synthetic media disclosure

Definition: Advertising self-regulation is a system in which an industry body writes and enforces content standards on its own members, without direct statutory power.
Constitutional / Legal Basis: Commercial speech falls within the freedom of speech and expression under Article 19(1)(a), while misleading advertising is actionable under the Consumer Protection Act, 2019.
Economic Principle: Advertising works on trust. If consumers cannot tell a real testimonial from a synthetic one, the value of all advertising falls, so disclosure protects the industry as much as the buyer.
Link to this event: These guidelines apply the disclosure principle to content made by artificial intelligence, using a risk-based materiality test rather than a blanket rule.
Origin & History: The Advertising Standards Council of India was established in 1985 and frames the ASCI Code for self-regulation of advertising content.
Key milestone 1: The Consumer Protection Act, 2019 created the Central Consumer Protection Authority with powers over misleading advertisements.
Key milestone 2: In June 2022 the Central Consumer Protection Authority notified guidelines for preventing misleading advertisements and endorsements.
Related Acts / Schemes / Treaties: Consumer Protection Act, 2019; Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 and its 2026 amendment.
Nodal Ministry / Body: The Central Consumer Protection Authority under the consumer affairs ministry is the statutory regulator; the council is a voluntary industry body.
India-specific relevance: India has a very large influencer and digital advertising market, so synthetic influencers can reach millions before any regulator reacts.
Global comparison: The European Union's artificial intelligence law requires disclosure of artificial intelligence generated content; India combines statutory duties on platforms with self-regulation for advertisers.
Data point: The draft appeared on 8 May 2026 and the final guidelines on 29 September 2026, a consultation gap of under five months.
Common exam angle: Examiners ask whether the council is statutory or voluntary, its year of establishment, and which statute backs action against misleading advertisements.
Easy memory hook: Label it, unless it is trivial; and no label saves a lie.

❓ Practice MCQs

Q1. Which body issued the Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising? [Easy]

A) Central Consumer Protection Authority

B) Advertising Standards Council of India

C) Telecom Regulatory Authority of India

D) Press Council of India

Answer: B

Explanation: The Advertising Standards Council of India issued the guidelines on 29 September 2026.

Q2. When do the guidelines come into effect? [Easy]

A) Immediately on publication

B) One month after publication

C) Three months after publication

D) One year after publication

Answer: C

Explanation: The guidelines take effect three months after the date of publication, giving advertisers a transition period.

Q3. Under the guidelines, when must synthetically generated content be labelled? [Moderate]

A) When it materially influences a consumer's decision and its omission could mislead

B) Whenever any artificial intelligence tool is used at any stage

C) Only when the advertisement is broadcast on television

D) Only when a government authority demands disclosure

Answer: A

Explanation: The guidelines use a risk-based test: disclosure is triggered where the synthetic element materially affects consumer choice.

Q4. Which of the following does NOT qualify for the labelling exemption? [Moderate]

A) Colour correction and noise reduction

B) Subtitles and audio descriptions added for accessibility

C) Minor blemish removal in a photograph

D) A synthetic influencer recommending a product

Answer: D

Explanation: Synthetic influencers and brand ambassadors must be disclosed; routine editing and accessibility features are exempt.

Q5. How must a sponsored artificial intelligence product suggestion be labelled? [Moderate]

A) Advertisement

B) Sponsored by, followed by the brand name

C) Paid promotion by an agency

D) Artificial intelligence recommendation

Answer: B

Explanation: Sponsored artificial intelligence product suggestions must carry the label Sponsored by followed by the brand's name.

Q6. Which of the following is barred under the guidelines even if a label is added? [Tricky]

A) A fabricated customer testimonial generated by artificial intelligence

B) A clearly fantastical animated effect in a commercial

C) A translated voice-over for a regional audience

D) A decorative artificial intelligence generated background pattern

Answer: A

Explanation: Fabricated endorsements and testimonials are prohibited outright, since no disclosure can cure a false claim.

Q7. Which statement about the Advertising Standards Council of India is correct? [Tricky]

A) It is a statutory authority created by an Act of Parliament in 1985

B) It is a constitutional body under Article 19(1)(a)

C) It is a tribunal under the Consumer Protection Act, 2019

D) It is a voluntary self-regulatory body set up in 1985

Answer: D

Explanation: The council is a voluntary self-regulatory industry body established in 1985; the statutory regulator for misleading advertisements is the Central Consumer Protection Authority.

Q8. Which rules notified in February 2026 require the labelling of synthetically generated information by intermediaries? [Tricky]

A) The Digital Personal Data Protection Rules

B) The Consumer Protection (E-Commerce) Rules

C) The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026

D) The Cable Television Networks Amendment Rules

Answer: C

Explanation: These amendment rules were notified on 16 February 2026 and took effect on 20 February 2026, defining synthetically generated information and requiring its labelling.

📜 Previous Year Question Style (PYQ)

PYQ 1:

Action against a misleading advertisement in India can be taken by the Central Consumer Protection Authority under which law?

A) Competition Act, 2002

B) Consumer Protection Act, 2019

C) Legal Metrology Act, 2009

D) Bureau of Indian Standards Act, 2016

Answer: B

Explanation: The Consumer Protection Act, 2019 created the Central Consumer Protection Authority, which can act against misleading advertisements and endorsements.

PYQ 2:

Consider the following statements:

The Advertising Standards Council of India is a voluntary self-regulatory body.
The council was established in 1985.
The Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising take effect three months after publication.

Which of the above statements is/are correct?

A) 1 only

B) 1 and 2 only

C) 2 and 3 only

D) All of the above

Answer: D

Explanation: All three are correct: the council is a voluntary self-regulatory body established in 1985, and the guidelines issued on 29 September 2026 take effect three months after publication.

PYQ 3:

Assertion (A): Adding a label does not make every use of synthetically generated content acceptable in advertising.

Reason (R): Fabricated endorsements and deepfakes are prohibited outright under the guidelines.

A) Both A and R are true, and R is the correct explanation of A

B) Both A and R are true, but R is not the correct explanation of A

C) A is true but R is false

D) A is false but R is true

Answer: A

Explanation: Certain uses, including fabricated endorsements, misleading product results and deepfakes, are barred even with a label, which is exactly why disclosure alone is not enough.

✍️ Mains Answer Pointers

Question 1 (150 words): Why does the disclosure of synthetically generated content in advertising need a materiality test rather than a blanket labelling rule?

A blanket rule would fail in both directions. Almost every modern advertisement passes through software, so labelling every colour correction and noise reduction would put a disclosure on everything and teach consumers to ignore it. At the same time, a label on trivial edits gives no protection against the cases that actually deceive.

The guidelines issued on 29 September 2026 therefore turn on whether the synthetic element materially influences a consumer's decision and whether its omission could mislead. A synthetic influencer recommending a product is disclosed; minor blemish removal is not. Accessibility features such as subtitles and translations are exempt, since they help rather than mislead.

The test also has a limit. Fabricated endorsements, misleading product results and deepfakes are barred even with a label. The way forward is clear enforcement guidance during the three-month transition, so that advertisers do not treat a label as a licence.

Question 2 (250 words): Examine how India is regulating synthetic media, using advertising self-regulation and statutory rules as examples.

India has chosen a two-layer design rather than a single statute for synthetic media. The statutory layer came first. The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 were notified on 16 February 2026 and took effect on 20 February 2026. They define synthetically generated information and place labelling obligations on intermediaries, amending the 2021 rules rather than creating a fresh law.

The self-regulatory layer arrived on 29 September 2026, when the Advertising Standards Council of India issued its Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising, to take effect three months later. The council has been a voluntary industry body since 1985, so its authority rests on membership and reputation rather than statute. Its guidelines apply a materiality test: a synthetic influencer or a fabricated setting that changes a buying decision must be disclosed, while routine editing and accessibility features need no label.

The two layers are complementary. The rules bind platforms that carry content; the guidelines bind advertisers who make it. Behind both stands the Consumer Protection Act, 2019, under which the Central Consumer Protection Authority can act against misleading advertisements, as it did through its June 2022 guidelines. Constitutionally, commercial speech is protected under Article 19(1)(a) following Tata Press Limited versus Mahanagar Telephone Nigam Limited in 1995, but misleading advertising is not.

The weakness is enforcement capacity against volume, since synthetic content can be produced faster than any body can review it. Machine-readable provenance markers and clear coordination between the council and the statutory authority are the practical way forward.

⚠️ Examiner Trap

Trap 1: Students confuse the Advertising Standards Council of India with a statutory regulator. The correct fact is that the council is a voluntary self-regulatory industry body set up in 1985, while the statutory regulator for misleading advertisements is the Central Consumer Protection Authority under the Consumer Protection Act, 2019.
Trap 2: A common wrong assumption is that a label makes any use of artificial intelligence acceptable in an advertisement. The reality is that fabricated endorsements, misleading product results, deepfakes and use of a likeness without consent are barred even with a label.
Trap 3: Many students miss the difference between the draft and the final guidelines. Always remember the draft came on 8 May 2026 and the final guidelines on 29 September 2026, taking effect three months after publication.

ASCI Issues Labelling Guidelines for AI-Generated Content in Advertising

What Happened

When & Where

Who Is Involved

Advertising Standards Council of India — the voluntary self-regulatory body for advertising, set up in 1985, which issued the guidelines.
Manisha Kapoor — Secretary General and Chief Executive Officer of the council.
Advertisers and brand owners — bear final responsibility for honest and compliant communication.
Advertising agencies and digital platforms — must build labelling into production and publishing workflows.
Central Consumer Protection Authority — the statutory regulator whose misleading-advertisement guidelines of June 2022 run parallel to the council's code.

How It Works

Apply a materiality test. Labelling is triggered only when synthetically generated content materially influences a consumer's decision and its omission could mislead. A risk-based test avoids labelling every small edit.
Label in plain words. Approved wording such as "Video created using AI" or "Audio enhanced using AI" is used, so a consumer understands without technical knowledge.
Disclose synthetic people. Synthetic influencers and brand ambassadors must be disclosed, because a consumer trusting a recommendation must know whether the recommender exists.
Flag sponsored artificial intelligence suggestions. When an artificial intelligence assistant recommends a product because a brand paid for it, the recommendation carries "Sponsored by" and the brand name, so paid placement is not mistaken for neutral advice.
Some uses are barred outright. Fabricated endorsements, exaggerated product results, fictional locations shown as real, unauthorised copyrighted work, deepfakes and use of a person's likeness without consent are not permitted even with a label, because no disclosure cures a false claim.
Exempt the harmless. Colour correction, noise reduction, minor blemish removal, decorative elements, obviously fantastical effects, text and administrative uses and accessibility features such as subtitles need no label.

Why It Matters

Consumer protection angle: A synthetic testimonial is a false claim whether or not a machine produced it, so the guidelines make the disclosure duty explicit rather than leaving it to interpretation.
Technology governance angle: India now has two parallel layers on synthetic media: industry self-regulation through the council's code and statutory obligations on intermediaries under the information technology rules.
Legal angle: Breach of advertising standards can attract action under the Consumer Protection Act, 2019, through the Central Consumer Protection Authority, so a self-regulatory guideline has real consequences.
Free speech angle: Commercial speech is protected under the freedom of speech and expression, but misleading advertising is not, which is the constitutional space these guidelines occupy.

Historical Background

1985: The Advertising Standards Council of India was set up as a voluntary self-regulatory body for the advertising industry.
2019: The Consumer Protection Act was enacted and created the Central Consumer Protection Authority with power to act against misleading advertisements.
June 2022: The Central Consumer Protection Authority notified guidelines for the prevention of misleading advertisements and endorsements.

The current step extends this line from human-made claims to machine-made ones, without writing a new law.

Previous Related Events

16 February 2026: The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 were notified, with effect from 20 February 2026, requiring labelling of synthetically generated information.
8 May 2026: The Advertising Standards Council of India released the draft guidelines for consultation.
29 September 2026: The final guidelines were issued, to take effect three months later.

Static GK Connection

Consumer Protection Act, 2019: Replaced the 1986 Act and created the Central Consumer Protection Authority, which can act against misleading advertisements and endorsements.
Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021: The rules that were amended in February 2026 to define synthetically generated information and require its labelling.
Commercial speech and Article 19(1)(a): In Tata Press Limited versus Mahanagar Telephone Nigam Limited (1995), the Supreme Court held that commercial speech is part of the freedom of speech and expression, though misleading advertising receives no protection.
Self-regulation: A model in which an industry body frames and enforces standards on its members, distinct from statutory regulation by a government authority.

India & World Comparison

Future Impact

Compliance deadline: Advertisers get three months from 29 September 2026 before the guidelines bind them, so contracts and creative processes must change in that window.
Disclosure becomes routine: Labels on synthetic influencers and artificial intelligence generated visuals are likely to become a standard part of Indian advertising.
Enforcement overlap: Complaints may travel to both the council and the Central Consumer Protection Authority, so coordination between self-regulation and statutory action will be tested.
Wider synthetic media rules: As artificial intelligence tools spread, the definitions used here are likely to influence rules for news, entertainment and political communication.

🔑 Key Points for Revision

The Advertising Standards Council of India issued the guidelines on 29 September 2026.
The title is Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising.
They take effect three months after the date of publication.
The draft was released on 8 May 2026 for stakeholder consultation.
Labelling is required when synthetic content materially influences a consumer's decision.
Approved wording includes Video created using AI and Audio enhanced using AI.
Synthetic influencers and brand ambassadors must be disclosed.
Sponsored artificial intelligence product suggestions carry Sponsored by and the brand name.
Fabricated endorsements and deepfakes are barred even with a label.
Using a person's likeness or voice without consent is prohibited.
Colour correction, noise reduction and blemish removal need no label.
Accessibility features such as subtitles and translations are exempt.
Manisha Kapoor is Secretary General and Chief Executive Officer of the council.
The council was set up in 1985 as a voluntary self-regulatory body.
The Information Technology Amendment Rules, 2026 were notified on 16 February 2026 and took effect on 20 February 2026.

🧠 Concept Link (Static GK Deep Dive)

Core Concept: Advertising self-regulation and synthetic media disclosure

Definition: Advertising self-regulation is a system in which an industry body writes and enforces content standards on its own members, without direct statutory power.
Constitutional / Legal Basis: Commercial speech falls within the freedom of speech and expression under Article 19(1)(a), while misleading advertising is actionable under the Consumer Protection Act, 2019.
Economic Principle: Advertising works on trust. If consumers cannot tell a real testimonial from a synthetic one, the value of all advertising falls, so disclosure protects the industry as much as the buyer.
Link to this event: These guidelines apply the disclosure principle to content made by artificial intelligence, using a risk-based materiality test rather than a blanket rule.
Origin & History: The Advertising Standards Council of India was established in 1985 and frames the ASCI Code for self-regulation of advertising content.
Key milestone 1: The Consumer Protection Act, 2019 created the Central Consumer Protection Authority with powers over misleading advertisements.
Key milestone 2: In June 2022 the Central Consumer Protection Authority notified guidelines for preventing misleading advertisements and endorsements.
Related Acts / Schemes / Treaties: Consumer Protection Act, 2019; Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 and its 2026 amendment.
Nodal Ministry / Body: The Central Consumer Protection Authority under the consumer affairs ministry is the statutory regulator; the council is a voluntary industry body.
India-specific relevance: India has a very large influencer and digital advertising market, so synthetic influencers can reach millions before any regulator reacts.
Global comparison: The European Union's artificial intelligence law requires disclosure of artificial intelligence generated content; India combines statutory duties on platforms with self-regulation for advertisers.
Data point: The draft appeared on 8 May 2026 and the final guidelines on 29 September 2026, a consultation gap of under five months.
Common exam angle: Examiners ask whether the council is statutory or voluntary, its year of establishment, and which statute backs action against misleading advertisements.
Easy memory hook: Label it, unless it is trivial; and no label saves a lie.

❓ Practice MCQs

Q1. Which body issued the Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising? [Easy]

A) Central Consumer Protection Authority

B) Advertising Standards Council of India

C) Telecom Regulatory Authority of India

D) Press Council of India

Answer: B

Explanation: The Advertising Standards Council of India issued the guidelines on 29 September 2026.

Q2. When do the guidelines come into effect? [Easy]

A) Immediately on publication

B) One month after publication

C) Three months after publication

D) One year after publication

Answer: C

Explanation: The guidelines take effect three months after the date of publication, giving advertisers a transition period.

Q3. Under the guidelines, when must synthetically generated content be labelled? [Moderate]

A) When it materially influences a consumer's decision and its omission could mislead

B) Whenever any artificial intelligence tool is used at any stage

C) Only when the advertisement is broadcast on television

D) Only when a government authority demands disclosure

Answer: A

Explanation: The guidelines use a risk-based test: disclosure is triggered where the synthetic element materially affects consumer choice.

Q4. Which of the following does NOT qualify for the labelling exemption? [Moderate]

A) Colour correction and noise reduction

B) Subtitles and audio descriptions added for accessibility

C) Minor blemish removal in a photograph

D) A synthetic influencer recommending a product

Answer: D

Explanation: Synthetic influencers and brand ambassadors must be disclosed; routine editing and accessibility features are exempt.

Q5. How must a sponsored artificial intelligence product suggestion be labelled? [Moderate]

A) Advertisement

B) Sponsored by, followed by the brand name

C) Paid promotion by an agency

D) Artificial intelligence recommendation

Answer: B

Explanation: Sponsored artificial intelligence product suggestions must carry the label Sponsored by followed by the brand's name.

Q6. Which of the following is barred under the guidelines even if a label is added? [Tricky]

A) A fabricated customer testimonial generated by artificial intelligence

B) A clearly fantastical animated effect in a commercial

C) A translated voice-over for a regional audience

D) A decorative artificial intelligence generated background pattern

Answer: A

Explanation: Fabricated endorsements and testimonials are prohibited outright, since no disclosure can cure a false claim.

Q7. Which statement about the Advertising Standards Council of India is correct? [Tricky]

A) It is a statutory authority created by an Act of Parliament in 1985

B) It is a constitutional body under Article 19(1)(a)

C) It is a tribunal under the Consumer Protection Act, 2019

D) It is a voluntary self-regulatory body set up in 1985

Answer: D

Explanation: The council is a voluntary self-regulatory industry body established in 1985; the statutory regulator for misleading advertisements is the Central Consumer Protection Authority.

Q8. Which rules notified in February 2026 require the labelling of synthetically generated information by intermediaries? [Tricky]

A) The Digital Personal Data Protection Rules

B) The Consumer Protection (E-Commerce) Rules

C) The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026

D) The Cable Television Networks Amendment Rules

Answer: C

Explanation: These amendment rules were notified on 16 February 2026 and took effect on 20 February 2026, defining synthetically generated information and requiring its labelling.

📜 Previous Year Question Style (PYQ)

PYQ 1:

Action against a misleading advertisement in India can be taken by the Central Consumer Protection Authority under which law?

A) Competition Act, 2002

B) Consumer Protection Act, 2019

C) Legal Metrology Act, 2009

D) Bureau of Indian Standards Act, 2016

Answer: B

Explanation: The Consumer Protection Act, 2019 created the Central Consumer Protection Authority, which can act against misleading advertisements and endorsements.

PYQ 2:

Consider the following statements:

The Advertising Standards Council of India is a voluntary self-regulatory body.
The council was established in 1985.
The Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising take effect three months after publication.

Which of the above statements is/are correct?

A) 1 only

B) 1 and 2 only

C) 2 and 3 only

D) All of the above

Answer: D

Explanation: All three are correct: the council is a voluntary self-regulatory body established in 1985, and the guidelines issued on 29 September 2026 take effect three months after publication.

PYQ 3:

Assertion (A): Adding a label does not make every use of synthetically generated content acceptable in advertising.

Reason (R): Fabricated endorsements and deepfakes are prohibited outright under the guidelines.

A) Both A and R are true, and R is the correct explanation of A

B) Both A and R are true, but R is not the correct explanation of A

C) A is true but R is false

D) A is false but R is true

Answer: A

Explanation: Certain uses, including fabricated endorsements, misleading product results and deepfakes, are barred even with a label, which is exactly why disclosure alone is not enough.

✍️ Mains Answer Pointers

Question 1 (150 words): Why does the disclosure of synthetically generated content in advertising need a materiality test rather than a blanket labelling rule?

Question 2 (250 words): Examine how India is regulating synthetic media, using advertising self-regulation and statutory rules as examples.

⚠️ Examiner Trap

Trap 1: Students confuse the Advertising Standards Council of India with a statutory regulator. The correct fact is that the council is a voluntary self-regulatory industry body set up in 1985, while the statutory regulator for misleading advertisements is the Central Consumer Protection Authority under the Consumer Protection Act, 2019.
Trap 2: A common wrong assumption is that a label makes any use of artificial intelligence acceptable in an advertisement. The reality is that fabricated endorsements, misleading product results, deepfakes and use of a likeness without consent are barred even with a label.
Trap 3: Many students miss the difference between the draft and the final guidelines. Always remember the draft came on 8 May 2026 and the final guidelines on 29 September 2026, taking effect three months after publication.