The Advertising Standards Authority (ASA) has introduced strict measures against advertising campaigns promoting sexual content. This new regulation explicitly bans advertisements for artificial intelligence applications that use images of women in a manner that sexualises them. The regulator has stated that such promotional material will be subject to a strict approach, regardless of whether it is in traditional media formats or new digital platforms.
As part of this regulation, the ASA has identified specific examples of advertising that breach the prescribed standards. In particular, the use of images of minors for the promotion of applications is prohibited, representing an additional level of protection for vulnerable groups. The regulator has stressed that its zero-tolerance policy applies to all forms of advertising that use stereotypes or objectify women, regardless of whether they are in traditional media formats or new digital platforms.
It is important to note that the regulator uses a monitoring system based on artificial intelligence. This 'Active Ad Monitoring System' allows for the proactive detection of advertisements that may breach UK regulations, even before they are reported by the public. This technological support enables a faster and more effective response to potential breaches of the law.
The regulator has also stated that it has the power to report to the police any cases involving illegal content. This measure further reinforces the responsibility of companies using AI technology to promote their products. In the UK, laws already prohibit the creation of unwanted deepfake content, and the new regulation extends protection to users on digital platforms.
This decision is part of a broader trend of strengthening regulation in the field of digital media. Experts stress that it is important to find a balance between freedom of expression and the protection of users from harmful content. The regulator believes that stricter measures will contribute to the creation of a safer digital environment for all users.
