The regulator’s trial used synthetic intelligence to scan practically 6,000 alcohol-related adverts, discovering widespread labelling points amongst alcohol-free merchandise.
Nearly half (48%) of adverts for alcohol-free merchandise breach promoting guidelines, based on a “world-leading” trial utilizing synthetic intelligence carried out by the Promoting Requirements Authority (ASA).
The AI evaluation discovered most breaches associated to unclear or lacking alcohol by quantity (ABV) labelling – a key requirement for shoppers who keep away from alcohol for well being, non secular or private causes.
Regardless of this, the ASA reported 96% of alcohol-related adverts general appeared to adjust to promoting guidelines, with only one% to three% displaying doubtless violations. An extra 1% of adverts required further evaluate.
Nearly half (48%) of adverts for alcohol-free merchandise breach promoting guidelines, based on a “world-leading” trial utilizing synthetic intelligence carried out by the Promoting Requirements Authority (ASA).
The AI evaluation discovered most breaches associated to unclear or lacking alcohol by quantity (ABV) labelling – a key requirement for shoppers who keep away from alcohol for well being, non secular or private causes.
Regardless of this, the ASA reported 96% of alcohol-related adverts general appeared to adjust to promoting guidelines, with only one% to three% displaying doubtless violations. An extra 1% of adverts required further evaluate.
Frequent points amongst these breaking the principles included deceptive or unauthorised well being or dietary claims, adverts selling irresponsible consuming and content material more likely to have explicit enchantment to kids. Breaches had been recognized throughout each massive hospitality chains and smaller unbiased advertisers.
The ASA’s director of knowledge science, Adam Davison, says the report proves AI can be utilized to assist consultants “scan massive volumes of adverts and test them in opposition to numerous complicated guidelines extra rapidly”.
“It highlights that the alcohol sector is mostly sticking to the principles, which is nice information. We’ve additionally noticed locations the place we expect we will do extra, and ship higher regulation because of our speedy adoption of AI,” he says.
“We imagine AI has the potential to make our on-line advert regulation a lot quicker and more practical.”
Utilizing its AI-based Lively Advert Monitoring System, the ASA analysed practically 6,000 paid-for UK adverts in early 2025, overlaying alcoholic drinks, alcohol-free options, promotions from venues and occasions, and different alcohol-related contexts throughout search, show and social media.
Every advert, together with its textual content and imagery, was assessed by massive language fashions (LLMs) – superior AI instruments which might interpret and apply ASA guidelines.
Adverts flagged by the LLMs as being prone to breaking the principles had been then reviewed by human consultants to find out whether or not the content material was a possible breach. This course of mixed the size and velocity of AI with professional human judgement to make sure accuracy.
The ASA has used AI to observe internet marketing since 2023, however this marks the primary time it has deployed the expertise to evaluate such a lot of adverts in opposition to a complete part of the promoting guidelines.
