MeitY's 2026 IT Rules and ASCI guidelines have changed the game for AI-generated endorsements. Here's a practical compliance checklist.
The Regulatory Landscape
As AI-generated content becomes indistinguishable from reality, regulators in India (including ASCI and MeitY) have introduced strict guidelines to protect consumers from misleading advertisements.
Key Compliance Requirements
- Clear Disclosure: All AI-generated ads must clearly display a label stating that the content is AI-generated.
- No Deceptive Claims: AI avatars cannot make claims that require personal experience (e.g., "This cream cleared my acne in 3 days").
- Rights-Cleared Avatars: You must have the commercial rights to use the likeness of the AI avatar. Deepfakes of actual individuals without consent are strictly prohibited.
How MorphAds Handles Compliance
MorphAds automatically embeds ASCI-compliant disclosures in all generated videos and only uses 100% rights-cleared, synthetic AI avatars, ensuring your campaigns are always safe and legal.