Is your advertising ready for the ASA's AI monitoring system?

In today's digital world, where technology is embedded in almost every aspect of our lives, artificial intelligence (AI) has become commonplace, not just for businesses but also for the regulators that monitor business compliance.

One of the key regulators of the UK's online landscape is the Advertising Standards Authority (ASA), the UK's independent regulator of advertising, which is now harnessing a new AI tool to monitor online advertising actively.

Established in 1962, the ASA's purpose was to protect consumers, ensuring that advertising adhered to the overarching principle that adverts be legal, decent, honest and truthful. Its purpose remains the same today, though its remit has expanded significantly in response to the proliferation of media channels; it now regulates advertising across various media, including paid-for online space, advertisers' own websites, and social media.

Until relatively recently, the ASA predominantly acted on public complaints to investigate ads and enforce its rules, but, to comply with its remit, that is no longer sufficient on its own.

So, the ASA has invested in its data science capabilities and, since 2023, has been using an AI-based Active Ad Monitoring System that enables the capture of ads at scale, the ability to filter and target specific compliance issues, and assistance in assessing and identifying areas that require action.

With the help of this system, the ASA has been able to transform itself from largely reactive to a preventative and proactive regulator, with 94% of the 33,903 ads against which enforcement action was taken last year resulting from the proactive use of its AI system, far exceeding its own initial expectations.

Which industries is the ASA targeting with its AI monitoring system?

Recent rulings upheld by the ASA not only demonstrate the success of the proactive AI system but also the breadth of its application across industries and media. For example:

A cruise company's website was found to give a misleading impression of the environmental impact of the advertised cruise ship. Ads for LED facemasks, which were placed on Meta and the advertiser's website, were found to breach the CAP Code by making medicinal claims for an unauthorised product. A social media influencer's TikTok post advertising alcohol products was found in breach of the CAP Code for featuring a person who was, or seemed to be, under 25 years old.

Many of these rulings have been identified by the ASA as part of wider projects focused on industries where the risk of consumer harm is greater. It has been made clear that future application of its AI tool will prioritise monitoring adverts that are likely to affect vulnerable people, for example, ads making health claims, ads for age-restricted products, and financial ads.

What should advertisers do in response to the ASA's AI monitoring?

If your business relies on advertising in any form or media, you need to take notice of this development,, as the ASA's reach is extensive. These are some initial thoughts.

Expect higher levels of enforcement. The embedding of the ASA's AI system into its monitoring and enforcement toolkit will enable it to review much larger volumes at a faster pace, so adverts are less likely to slip under the radar.

The ASA has reported encouraging levels of compliance. Recent findings from a trial of AI at scale across nearly 6,000 alcohol ads found that fewer than 4% were non-compliant, suggesting that the vast majority of advertisers are doing things right and don't need to change their practices. Nonetheless:

Businesses advertising to potentially vulnerable consumers should pay close attention to compliance. Mitigating consumer harm caused by ads remains a core commitment of the ASA. Advertisers of goods and services, particularly those with a higher risk to consumer health and wellbeing, should review their advertising practices.

Horizon scan for changes to advertising regulations. As new advertising regulations come into force, the ASA may well apply its AI system to monitor compliance from day one. For example, new restrictions prohibiting paid-for online advertising of less healthy foods come into force on 5 January 2026. The ASA will be paying close attention to the application of these restrictions by advertisers, particularly given their roots in UK Government policy to tackle childhood obesity, which in turn is a core focus for the ASA.

Businesses that advertise to consumers are actively monitored, and business owners cannot afford to ignore these changes in the ASA's enforcement strategy.