Written Comments: Draft Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising
As generative AI transforms the advertising landscape, ensuring consumer transparency without stifling creativity and innovation has become an important regulatory challenge. Recognising this, the Advertising Standards Council of India (ASCI) released the Draft Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising to establish a risk-based framework for AI disclosures in advertisements.
In response, the Coalition for Responsible Evolution of AI (CoRE-AI) has submitted a detailed response to the draft guidelines. The submission welcomes ASCI’s proactive approach while offering recommendations to improve regulatory clarity, ensure proportionate compliance, and align the framework with evolving international best practices.
The submission explores several important questions surrounding AI-generated advertising, including:
When should AI-generated content require disclosure, and when might labelling become counterproductive?
How can consumer transparency be balanced with innovation and creative freedom?
What distinguishes genuinely misleading AI-generated content from routine AI-assisted creative production?
How can India’s approach remain proportionate, future-ready, and consistent with emerging global practices?
It also examines the draft’s risk-based framework, implementation challenges, regulatory overlap, industry readiness, consumer awareness, and the practical implications of AI labelling across diverse advertising formats.
Why It Matters
As AI becomes increasingly integrated into content creation, the focus of regulation must remain on preventing consumer harm rather than regulating technology for its own sake. Building trust in AI-enabled advertising requires frameworks that are clear, proportionate, and capable of evolving alongside innovation.
Should every AI-assisted advertisement carry a disclosure? Or should regulation focus instead on the risk of consumer deception? Explore the full submission to discover CoRE-AI’s recommendations on shaping the future of responsible AI advertising in India.
Written Comments: Draft Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising
As generative AI transforms the advertising landscape, ensuring consumer transparency without stifling creativity and innovation has become an important regulatory challenge. Recognising this, the Advertising Standards Council of India (ASCI) released the Draft Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising to establish a risk-based framework for AI disclosures in advertisements.
In response, the Coalition for Responsible Evolution of AI (CoRE-AI) has submitted a detailed response to the draft guidelines. The submission welcomes ASCI’s proactive approach while offering recommendations to improve regulatory clarity, ensure proportionate compliance, and align the framework with evolving international best practices.
The submission explores several important questions surrounding AI-generated advertising, including:
When should AI-generated content require disclosure, and when might labelling become counterproductive?
How can consumer transparency be balanced with innovation and creative freedom?
What distinguishes genuinely misleading AI-generated content from routine AI-assisted creative production?
How can India’s approach remain proportionate, future-ready, and consistent with emerging global practices?
It also examines the draft’s risk-based framework, implementation challenges, regulatory overlap, industry readiness, consumer awareness, and the practical implications of AI labelling across diverse advertising formats.
Why It Matters
As AI becomes increasingly integrated into content creation, the focus of regulation must remain on preventing consumer harm rather than regulating technology for its own sake. Building trust in AI-enabled advertising requires frameworks that are clear, proportionate, and capable of evolving alongside innovation.
Should every AI-assisted advertisement carry a disclosure? Or should regulation focus instead on the risk of consumer deception? Explore the full submission to discover CoRE-AI’s recommendations on shaping the future of responsible AI advertising in India.