The Advertising Standards Authority (ASA) has issued helpful guidance reminding marketers of video games and AI-enabled products how to ensure that their ads stay within the rules, together with recent examples of where companies have fallen short.
Video Games
- If a game has in-app purchases, whether involving GBP or virtual currency, this must be disclosed with sufficient prominence in the ad.
- Ads which are “excessively gory” or violent, trivialise law-breaking, or feature children getting hurt have recently been banned.
- Ads that are not representative of the games they promote, or which include exaggerated graphics or gameplay, are likely to be misleading.
- If a video games company has partnered with a food or drink company, make sure that any ad complies with the restrictions on advertising less healthy food (our compliance tool can be found here).
- Great care must be exercised to ensure that ads featuring sexual content are not viewed by children.
Artificial Intelligence
- Any claims about what an AI system or product can do must not be misleading.
- Ads showing AI helping children to do their homework may be deemed irresponsible.
- AI products offering dating advice should not feature ads that “degrade by design”.
- Ads should avoid exploiting body image insecurities.
- Companies developing medical AI products or apps must not promise unrealistic outcomes and are strongly discouraged from suggesting in ads that their products or services are suitable for emergency care or health crises.