UK Watchdog Bans AI Editing Advert Over “removing Clothing Implication
UK watchdog bans AI editing advert over “removing clothing” implication An advert for a video and image editing tool that implied users could digitally remove a woman’s clothing has been banned by the UK’s advertising regulator.
The ruling was made by the Advertising Standards Authority (ASA), which said the advert was irresponsible and likely to cause serious offence. The advert, promoting an AI-powered app called PixVideo – AI Video Maker, appeared on YouTube in January.
- A “before” image of a woman with red markings over her midriff
- An “after” image showing exposed skin in the same area
- The caption “Erase anything” alongside an emoji
The presentation led viewers to believe the tool could be used to remove clothing digitally. The ASA said the advert crossed the line because of what it implied, rather than what the app could actually do.
- Suggested users could remove a woman’s clothing
- “Condoned digitally altering and exposing women’s bodies without their consent”
- Included a harmful gender stereotype
- Was likely to cause serious offence
A total of eight complaints were submitted, with critics arguing the advert sexualised and objectified women The app’s developer said the product does not allow users to create explicit images or remove clothing. However, the ASA concluded that the overall impression created by the advert would lead many viewers to believe it could. The company has since agreed the advert must not appear again in its current form. The case highlights growing concerns over how artificial intelligence tools are marketed and used.
- AI editing tools can be linked to non-consensual image manipulation
- Advertising can normalise harmful behaviour even if features are restricted
- The realism of AI-generated imagery increases the risk of misuse
The ASA emphasised that advertisers must ensure their campaigns do not promote or appear to promote harmful or exploitative uses of technology.
