Question

To ask His Majesty's Government what assessment they have made of regulation ensuring accuracy of food advertisement that has been created by AI.

The Advertising Standards Authority (ASA) is the independent regulator responsible for regulating advertising in the UK, through codes set by the Committees of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP).

ASA rules apply regardless of how content is generated or edited, meaning the use of AI in advertising is captured within their existing rules. The Codes include specific rules intended to protect consumers from misleading marketing communications; if paid-for advertising includes the omission, exaggeration, or ambiguous presentation of information, it may be considered misleading.