The UK has no statutory requirement to disclose generative AI use in advertisements as of 2026. The ASA and CAP apply existing rules that ads must not mislead, with disclosure needed only where omission would materially mislead consumers. A voluntary best practice guide from the Advertising Association recommends risk-based transparency to prevent harm and maintain trust.
Vote to unlock the result — plus the full breakdown by age, gender, constituency and political leaning.
Should Capital Gains Tax (CGT) be raised to up to 45% to fund higher income tax personal allowances?
Economy · 57 votes · 20h 6m left
Should the UK reintroduce VAT-free shopping for international tourists?
Economy · 54 votes · 20h 6m left
Is the term "far-right" used too broadly in UK politics and media?
Parties · 57 votes · 20h 6m left
Should the UK remove comedy sketches that don't meet today's cultural standards from the archives?
Rights · 57 votes · 20h 6m left
Is the UK's social contract broken?
Governance · 57 votes · 20h 6m left
Should the UK government regulate online criticism of public figures?
Rights · 56 votes · 20h 6m left
Should the UK continue to support Ukraine in its conflict against Russia?
Foreign Policy · 58 votes · 20h 6m left
5 Opinions
Yes. If you're selling a product using images that aren't even of the product, you're openly lying to the consumer.
Absolutely not. The ad industry is already over-regulated as it stands. Do you want all your ads to be head to toe in terms and conditions? That’s what this means.
Ah yes, 'voluntary best practice'.... the corporate buzzword for 'we will brazenly mislead you until Ofcom knocks'. If tech giants and ad execs want to replace human artists with generative algorithms to fatten their margins, slap a mandatory label on it. It's consumer protection at the end of the day knowing that AI wrote an ad.
Ads must not mislead consumers, it doesn't matter if product is presented by actors, celebrities, animations, puppets or AI.
It’s advertising. If you think an advert is being honest just because it doesn’t use AI, I have a bridge to sell you.