In September 2026, the Advertising Standards Council of India introduced the Guidelines for Responsible Labelling of Synthetically Generated Content in Advertising ("the Guidelines"), which set out when advertisers must disclose the use of AI-generated content and identify categories of synthetic content that may not be used in advertising. Developed following stakeholder consultations on a draft released in May 2026, the Guidelines respond to the growing use of AI to create, enhance, and personalize advertising content. The Guidelines will take effect three months after publication.