UK ASA and CAP considerations for AI-generated ads
By Drizzle team
2 min read
Review whether the ad misleads, whether claims have support, and whether its presentation is responsible. The use of AI does not remove the advertiser’s responsibility for the result.
Read the guidance in context
The ASA’s AI disclosure guidance discusses transparency and the risk of misleading consumers. Apply the current CAP or BCAP requirements relevant to the medium and product rather than assuming one label resolves every issue.
The practical question is what the audience is likely to understand from the whole advertisement, including visuals, speech, and destination.
Review generated evidence carefully
A synthetic face, altered body, invented product demonstration, or professional-looking costume can imply results or authority. Use real evidence for efficacy and performance claims and do not turn illustrative imagery into apparent proof.
Check price, conditions, availability, and any comparison. Keep the approved claim wording and supporting material beside the final asset.
Make a final placement review
Inspect the export on the device and format where it will appear. Confirm that material qualifications and disclosures are readable and not contradicted by the main impression. Obtain qualified advice for uncertain or regulated campaigns.
Read the supplement and skincare claim guide for a focused production checklist. This general article was reviewed September 15, 2026 and is not a ruling on a particular ad.