ASCI Proposes Risk-Based Guidelines for Labelling AI-Generated Advertising Content
3 hours agoTech
28LENS
2 SourcesIndia
TBNthebalanced.news

ASCI Proposes Risk-Based Guidelines for Labelling AI-Generated Advertising Content

The Advertising Standards Council of India (ASCI) has released draft guidelines for labelling AI-generated advertising content, proposing a risk-based framework aligned with the 2026 IT (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules. The guidelines categorize AI ads into high, medium, and low risk based on potential consumer harm. High-risk ads, including illegal or misleading content and unauthorized use of likenesses, are prohibited. Medium-risk ads require clear AI labelling, while low-risk ads do not. Feedback on the draft is open until June 13.

Political Bias
0%100%0%
Sentiment
65%
AI analysis of 2 sources · Published under editorial oversight by The Balanced News
Analysed 12 May 2026· How this analysis is produced· Editorial standards· Corrections

AI Analysis

Political bias across 2 sources
● Left 0%● Center 100%● Right 0%

The article group presents a regulatory perspective focused on consumer protection without evident political framing. Both sources emphasize ASCI's self-regulatory role and alignment with government IT rules, reflecting a neutral stance on policy implementation. There is no partisan commentary or ideological bias, with coverage centered on procedural and consumer impact aspects.

Sentiment — Neutral (65/100)

The overall tone across the articles is neutral and informative, focusing on the introduction of guidelines and their intended consumer safeguards. The coverage neither praises nor criticizes the guidelines but highlights the framework's objectives and the open consultation process, resulting in a balanced and factual sentiment.

How 2 sources covered this story

Each source's own headline, political lean, and sentiment — so you can see framing differences at a glance.

SourceTheir headlineBiasSentiment
businessstandardAI ads face ASCI test as draft rules target deepfakes, misleading claimsCenterNeutral
thetribuneASCI releases draft guidelines for AI-generated advertising content, proposes risk-based framework - The TribuneCenterNeutral

Coverage timeline

thetribune broke this story on 12 May, 11:32 am. Other outlets followed.

  1. 1
    thetribune12 May, 11:32 am
    ASCI releases draft guidelines for AI-generated advertising content, proposes risk-based framework - The Tribune
  2. 2
    businessstandard12 May, 11:56 am
    AI ads face ASCI test as draft rules target deepfakes, misleading claims

Lens Score breakdown

28/100
Public interest0/100
Coverage gap100%

Well-covered story — coverage matches public importance.

Story context

Category
Tech
Location
India
Sources analysed
2
Last analysed
12 May 2026
Key entities
Artificial intelligenceAdvertisingTransparency (behavior)Advertising Standards Council of IndiaInformation technologyEthicsMedia (communication)Internet celebrityAmbient musicNoise reductionJingleAbstract art