UK regulator bans 'offensive' AI app advert for suggesting non-consensual editing

The Advertising Standards Authority (ASA) has banned a promotional campaign for the AI editing application PixVideo, AI Video Maker, following a ruling that it encouraged the non-consensual alteration of women’s bodies.

The YouTube advertisement, which prompted eight official complaints, showcased a woman’s midriff being erased and modified, a presentation regulators deemed offensive and irresponsible.

Officials expressed grave concerns that such marketing promotes the digital exposure of women without their consent, potentially leading to severe public offence and the reinforcement of harmful gender stereotypes.

The regulator concluded that the application’s messaging crossed ethical boundaries by depicting the subject as a sexual object.

According to the ASA, suggesting features that allow for the removal of clothing could facilitate privacy violations and the misuse of artificial intelligence.

In response to the backlash, Saeta Tech Ltd defended the functional integrity of the product, asserting that the application contains protective features to detect and prevent the creation of explicit or nude material.

The company maintained that the issues were specifically related to "how the product was advertised rather than how it functions."

Consequently, Saeta Tech Ltd has cancelled all current marketing efforts and committed to an internal investigation. The firm has pledged to overhaul its advertising strategy to align with ethical standards.

Nevertheless, the ASA remains firm that the original campaign breached safety protocols by implying the software could be used to compromise individual privacy and dignity through AI-driven manipulation.