Who: The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP)
Where: United Kingdom
When: 29 April2025
Law stated as at: 29 May 2025
What happened:
In 2024, the ASA and CAP made significant strides in enhancing their ad monitoring capabilities through the use of AI technology, as detailed in their annual report. The Active Ad Monitoring system, an AI-based toolkit, processed 28 million ads over the year, marking a tenfold increase in the number of ads processed compared to the previous year. This system has been instrumental in providing greater visibility of online ads, particularly in high-priority areas such as climate change, influencer marketing, financial advertising, prescription-only medicines, gambling, e-cigarettes and cosmetic surgery clinics outside the UK.
The AI tools have not only facilitated the review of content but also supported enforcement actions, leading to the amendment or withdrawal of over 30,000 ads. The ASA’s proactive approach, driven by AI, has resulted in 41 published formal rulings, nearly 15% of its total output for the year. This shift towards AI-assisted regulation aligns with the ASA’s strategy to become a more preventative and proactive regulator, aiming to spend more regulatory resources on proactive activities rather than reactive complaints casework.
Why this matters:
With the Active Ad Monitoring system processing a staggering 28 million ads in 2024, businesses must be aware of the increased scrutiny. The report highlighted areas such as climate change, influencer marketing and financial advertising, but the regulators also indicated their plan to expand the system’s reach to even more topics in 2025. The proactive monitoring facilitated by AI tools means that non-compliant ads are more likely to be identified and amended or withdrawn swiftly. The ASA’s focus on preventative measures indicates a regulatory environment that prioritises early detection and intervention, making it more crucial than ever to stay compliant.
