The Advertising Standards Council of India (ASCI) has introduced a proposal for a risk-based approach to labelling advertisements generated through artificial intelligence (AI). These guidelines are designed to enhance transparency in advertising and strengthen consumer protection. By clearly identifying AI-generated content, ASCI aims to ensure that consumers are better informed about the nature of advertisements they encounter. This initiative reflects the growing role of AI in the advertising industry and the need for responsible practices to maintain trust and clarity in marketing communications within the Indian market. ASCI proposes guidelines for labelling AI-generated ads, enhancing transparency and consumer protection in advertising.