The white paper by Khaitan & Co and ASCI explores the use of generative AI in advertising, highlighting its benefits—like enhanced content creation and operational efficiency—and its legal and ethical risks. Key challenges include copyright ambiguity, data privacy concerns, AI bias, and potential creative job displacement. It outlines relevant Indian laws (ASCI Code, Consumer Protection Act, IT Act) and best practices for compliance and ethical use. To mitigate risk, advertisers must ensure transparency, obtain proper licenses, avoid biased content, and educate consumers on AI-generated material.

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