AI in Advertising: Do You Need to Tell Consumers That an Ad Was Created by AI?
Not long ago, the question of AI in advertising mostly came down to how much faster and cheaper an ad creative could be made. Today businesses face a different question: where does ordinary use of the technology end and the legal duty to tell consumers that they are looking at the work of artificial intelligence begin? This matters most for international campaigns. The same AI-generated ad can run in the UK, the EU and other jurisdictions at once, while transparency requirements already differ between them. The main mistake is to think that a small "AI-generated" label settles the matter. In many cases the problem is not that the ad was created by AI, but what the ad tells the consumer. AI does not exempt advertising from the usual rules The UK has no general rule requiring every image, video or text created with AI to be specifically labelled. That does not mean an advertiser can use AI without legal risk. The position of the UK regulator, the ASA/CAP, rests on media neutrality: the way an ad is made does not change the rules that apply to it. AI may change how ads are produced, but it does not change the requirements for accuracy and compliance with the advertising...