Artificial intelligence may be transforming the way advertising is created, but according to the ASA, it's not changing the rules. In its recent guidance on AI and deepfakes, the regulator makes one thing abundantly clear, advertisers remain responsible for their ads, regardless of whether the content was created by a human, an algorithm or an automated platform.
The ASA highlights four key takeaways for advertisers. First, the CAP Code is technology-neutral and applies equally to AI-generated content. Secondly, deepfakes and AI-generated endorsements must not mislead consumers into believing a real person has endorsed a product. Thirdly, AI bias can create compliance risks where outputs contain harmful stereotypes or offensive content. Finally, using automated advertising tools does not shift responsibility away from the advertiser.
The practical message for brands is simple, introducing AI into the creative process does not reduce legal risk. If anything, it increases the need for robust review processes and human oversight. Before publishing, brands should ensure AI-generated content is accurate, appropriately targeted, socially responsible and compliant with the CAP Code.
For those exploring AI-powered marketing, the regulator's message could not be clearer: you can automate content creation, but you cannot automate accountability.
Read the ASA's article here: https://www.asa.org.uk/news/ai-and-deepfakes-four-things-advertisers-need-to-know-before-they-hit-run.html?dm_i=4PDW,15UEN,773H26,5JAG6,1,0,0,0
