ASA publishes results of AI trial monitoring alcohol advertising compliance
The Advertising Standards Authority (ASA) has published the results of a pioneering trial using artificial intelligence (AI) to monitor nearly 6,000 alcohol and alcohol-free ads across search, display, and social media for compliance with UK advertising rules. Led by the ASA’s Data Science team, the trial employed AI-based large language models to flag potential breaches, which were then reviewed by human experts to confirm non-compliance. The findings show that around 96% of alcohol ads were likely compliant, 1–3% appeared to breach the rules, and 1% required further review, with issues including misleading health claims, promotion of irresponsible drinking, and content appealing to children. Alcohol-free ads raised more consistent concerns, with approximately 48% flagged for unclear or missing ABV labelling. The ASA will contact advertisers responsible for confirmed breaches and publish guidance on labelling, demonstrating how AI, combined with expert judgment, can enhance regulatory oversight, improve precision, and support responsible advertising in the UK.