Log in or register
Share on LinkedInShare on LinkedIn

ARTICLE · 27 MAY 2026

ASCI Issues Draft Guidelines For Responsible Labelling Of AI-Generated Content In Advertising

Khaitan & Co.
Khaitan & Co.
Contributor
Khaitan & Co.

Khaitan & Co.

Founded in 1911, Khaitan & Co is a heritage law firm that has been a trusted adviser to leading...

View firm profile
Explore more from Khaitan & Co.

Given the increased proliferation of Artificial Intelligence (AI) across various industries and markets, regulatory scrutiny around application of AI has been rather inevitable. This reflects in Advertising Standards Council of India’s (ASCI) Draft Guidelines for Responsible Labelling of AI-Generated Content in Advertising published on 8 May 2026 (Draft ASCI Guidelines).

IndiaMedia, Telecoms, IT, Entertainment
Harsh Walia
Harsh Walia
Khyati Goel
Khyati Goel
Akshita Singh
Akshita Singh
Author LinkedIn connections

Given the increased proliferation of Artificial Intelligence (AI) across various industries and markets, regulatory scrutiny around application of AI has been rather inevitable. This reflects in Advertising Standards Council of India’s (ASCI) Draft Guidelines for Responsible Labelling of AI-Generated Content in Advertising published on 8 May 2026 (Draft ASCI Guidelines).

Through the Draft ASCI Guidelines, ASCI acknowledged the risks which emanate from an unregulated deployment of AI in the advertising industry specifically when it leads to misleading consumers, thereby compromising transparency. ASCI brought these guidelines in view of aligning with the Ministry of Electronics and Information Technology’s (MeitY) amendment to the rules governing intermediaries, which mandated the labelling of any content containing synthetically generated information.

We operate a free-to-view policy, asking only that you register in order to read all of our content. Please login or register to view the rest of this article.

Register for freeORLog in

The content of this document does not necessarily reflect the views / position of Khaitan & Co but remain solely those of the author(s). For any further queries or follow up, please contact Khaitan & Co at [email protected].

Related Articles

Legal Intelligence Newsletters: sign up for the latest legal and regulatory news on your chosen topics

Read more about

Related Comparative Guides

See more popular content from

Article

Instagram’s 2026 AI Labelling Rules

Instagram's 2026 policy shift introduces mandatory AI-generated profile labels and penalties for non-disclosure, creating new compliance challenges at the intersection of platform governance and India's statutory framework for synthetically generated information. How do these overlapping regimes affect brands, influencers, and content creators operating in India's digital ecosystem?
IndiaMedia, Telecoms, IT, Entertainment
Global Advertising Lawyers Alliance (GALA)
Global Advertising Lawyers Alliance (GALA)
Article

The Promotion And Regulation Of Online Gaming Act, 2025 And The Promotion And Regulation Of Online Gaming Rules, 2026

The Act, the Rules and the OGAI are therefore simultaneously operational. The prohibition provisions under Chapter III of the Act, the criminal penalties under Chapter V of the Act and the institutional framework under the Rules are all in effect. There is effectively no formal compliance window for core prohibitions and penalties; stakeholders should treat the regime as immediately operational and adjust business models without delay.
IndiaMedia, Telecoms, IT, Entertainment
King, Stubb & Kasiva
King, Stubb & Kasiva
Article

Telegram Ban In India – The Rise Of Digital Sovereignty

The Delhi High Court's landmark ruling in Telegram FZ LLC v. Union of India addresses whether Section 69A of the IT Act permits the government to block an entire platform rather than specific content. Following the NEET-UG 2026 paper leak scandal, where fraudulent channels circulated fake exam papers affecting millions of aspirants, the court upheld the Centre's power to impose a platform-wide ban on Telegram, sparking intense debate about the boundaries between examination integrity and digital censorship.
IndiaMedia, Telecoms, IT, Entertainment
Hammurabi & Solomon Partners
Hammurabi & Solomon Partners
Article

DOT Notifies Telecom Network Authorisation Rules, 2026: What Has Changed?

On 20 July 2026, the Department of Telecommunications (DoT) notified the Telecommunications (Authorisation for Telecommunication Network) Rules, 2026 (Rules). The Rules operationalise Section 3(1)(b) of the Telecommunications Act, 2023 and establish a framework for six categories of telecommunication network authorisations: infrastructure provider (IP) (formerly, IP-I), digital connectivity infrastructure provider (DCIP), internet exchange point (IXP) provider, satellite earth station gateway (SESG) provider, cloud-hosted telecommunication network (CTN) provider and mobile number portability (MNP) provider.
IndiaMedia, Telecoms, IT, Entertainment
Khaitan & Co.
Khaitan & Co.
Article

Is Meta Still Just An Intermediary? Why India Is Rethinking Safe Harbour

In mid-September 2026, government sources said Meta Platforms’ Indian operations, Facebook, Instagram and Threads, should no longer be viewed merely as an “internet intermediary” but should also be treated as a “service provider,” arguing that the company’s monetised algorithms actively decide what content gets amplified, distributed and shown to whom. That is a government position, not a new statutory classification, and this article returns to that distinction below.
IndiaMedia, Telecoms, IT, Entertainment
S.S. Rana & Co.
S.S. Rana & Co.
Article

Ministry Of Labour And Employment Operationalises The Provisions On Payment Of Statutory Bonus

On 25 August 2026, the Ministry of Labour and Employment issued two notifications (Notifications) under the Code on Wages, 2019 (Wage Code), thereby operationalising specified provisions relating to payment of statutory bonus for establishments for which the appropriate government is the Central Government. The Wage Code consolidates the legislative framework governing wages and related employee entitlements, including the regime previously governed by the Payment of Bonus Act, 1965.
IndiaEmployment and HR
Khaitan & Co.
Khaitan & Co.
Article

Punjab And Haryana High Court Strikes Down JAO - FAO Retrospective Amendment As Unconstitutional

The Hon’ble Punjab and Haryana High Court (HC) in Jyoti Sareen vs. UOI & Others (CWP No. 15791-2024 (O&M)) (Order) held the retrospective amendments carried out vide the Finance Act, 2026, with respect to the powers of the Jurisdictional Assessing Officer (JAO) to issue a reopening notice under section 148 (Reopening Notice) of the Income-tax Act, 1961 (IT Act), as unconstitutional, being violative of the ‘doctrine of separation of powers’ and thus violative of Article 14 of the Constitution of India.
IndiaGovernment, Public Sector
Khaitan & Co.
Khaitan & Co.
Article

Supreme Court Clarifies Applicability Of SARFAESI Remedies For A Secured Creditor Who Acquires An NPA From A Non-notified NBFC

In Kotak Mahindra Bank Limited v Trupti Sanjay Mehta and Others, 2026 INSC 943 (Kotak Mahindra), the Hon’ble Supreme Court of India considered whether a bank as defined under Section 2(1)(c) of the Securitisation and Reconstruction of Financial Assets and Enforcement of Security Interest Act, 2002 (SARFAESI Act) could invoke the provisions of the SARFAESI Act to recover a secured debt acquired from an entity which was not covered under the ambit of the SARFAESI Act at the time of disbursement of the loan.
IndiaFinance and Banking
Khaitan & Co.
Khaitan & Co.
Article

DOT Notifies Telecom Network Authorisation Rules, 2026: What Has Changed?

On 20 July 2026, the Department of Telecommunications (DoT) notified the Telecommunications (Authorisation for Telecommunication Network) Rules, 2026 (Rules). The Rules operationalise Section 3(1)(b) of the Telecommunications Act, 2023 and establish a framework for six categories of telecommunication network authorisations: infrastructure provider (IP) (formerly, IP-I), digital connectivity infrastructure provider (DCIP), internet exchange point (IXP) provider, satellite earth station gateway (SESG) provider, cloud-hosted telecommunication network (CTN) provider and mobile number portability (MNP) provider.
IndiaMedia, Telecoms, IT, Entertainment
Khaitan & Co.
Khaitan & Co.