The Advertising Standards Authority (ASA) has warned firms against making false claims about artificial intelligence in their promotions.
In an update published on Thursday (11 July), the ASA warned marketers not to exaggerate or make claims about how AI is being used within their businesses.
“In their attempts to tap into the buzz and excitement around new technological developments, marketers should take care not to mislead about what their products are or can do,” a spokesperson said.
“Don’t claim that your AI product does something better than a non-AI product, unless you have good evidence.”
The ASA said that marketers have direct responsibility for checking the validity of claims made in communications to the client base and failing to do so may lead the body to take further action.
“As the marketer, you are responsible for ensuring your marketing complies with the advertising codes. If it fails or does not work as promised, you cannot just blame a third-party developer for misleading efficacy claims,” the spokesperson added.
“Marketers are also advised that other regulators may impose other requirements on the use of the term ‘AI’.”
The warning from the ASA follows a comprehensive paper published by the Financial Conduct Authority in April, where the financial regulator said it could not rule out making changes to its rulebook if AI begins to affect market behaviours.
It said: “We will continue to closely monitor the adoption of AI across UK financial markets to identify material changes that impact on consumers and markets. This includes keeping under review if amendments to the existing regulatory regime are needed.”