ASA Issues Warning on AI-Generated Content and Deepfakes in Advertising

• •ASA confirms existing advertising rules apply to AI-generated content and deepfakes.
• •Advertisers are liable for misleading or harmful AI outputs, similar to traditional ads.
• •Deepfakes pose significant risks, particularly in fraudulent advertising schemes.

The Advertising Standards Authority (ASA) has released guidance stating that AI-generated content and deepfakes in advertising are subject to existing advertising codes. Advertisers are responsible for ensuring their AI outputs do not mislead or harm consumers. The ASA highlighted the risks of fraudulent ads using deepfakes, particularly in investment and crypto scams. It emphasized that the principles of advertising remain unchanged, regardless of the technology used. Advertisers must implement review processes to catch misleading claims and unlabelled synthetic media. The ASA's approach indicates a commitment to enforcing compliance without waiting for new regulations. This guidance affects all brands using AI in their marketing strategies.