Are AI-generated ads allowed in the UK?

Yes. There's no ban on using AI to make ads in the UK. But the same rules apply as for any other ad, and the advertiser stays responsible.

The same rules apply

The UK Advertising Codes are "media-neutral": an AI-made ad is judged on whether it's misleading, harmful or offensive, exactly like an ad made any other way. Using an AI tool doesn't move responsibility away from the brand running the ad (Lewis Silkin summary of ASA guidance, June 2026).

What that means in practice

• Show the product accurately. Don't make it look bigger, better or able to do things it can't.
• Don't copy real people. AI versions of celebrities or real individuals that suggest an endorsement are a clear problem.
• Don't fake reviews. An AI presenter can show a product, but shouldn't be presented as a genuine customer.
• Only make claims you can prove, especially health, beauty and nutrition claims.
• Check the output. AI can produce odd or stereotyped results, and the advertiser is accountable for what goes out.

Labelling

Platforms such as TikTok and Instagram have their own AI-content labels and policies. We recommend using them, and we're always open with clients that our ads are AI-made.

This is general information, not legal advice. For anything specific, check the ASA and CAP guidance or speak to a legal adviser.