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ARTICLE · 22 JUNE 2026

ASA Warns On AI-generated Content And Deepfakes

Global Advertising Lawyers Alliance (GALA)
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The Advertising Standards Authority (ASA) has published new guidance on the use of AI-generated content and deepfakes in advertising, reinforcing that existing rules apply in full, regardless of how ads are created.

United KingdomMedia, Telecoms, IT, Entertainment
Brinsley Dresden (Lewis Silkin LLP)
Brinsley Dresden (Lewis Silkin LLP)
Helen Hart
Helen Hart
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The Advertising Standards Authority (ASA) has published new guidance on the use of AI-generated content and deepfakes in advertising, reinforcing that existing rules apply in full, regardless of how ads are created.

As AI tools become increasingly embedded in marketing processes, the ASA is signaling a robust, technology-neutral approach to enforcement. It makes the following key points:

The CAP Code applies to AI-generated ads

The CAP Code is media-neutral. Ads created using AI are subject to the same rules on misleadingness, offence and social responsibility as any other marketing content. The ASA demonstrated in its ruling in Polyverse Inc that harmful, offensive or socially irresponsible AI‑generated images can breach the CAP Code like any other image would. A mobile ad promoting the AI photo editor AI Mirror appeared in September 2023 within the game Pocket Champs. The ad showed a woman depicted in an anime-influenced style, posed in a bent-forward position wearing revealing

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