All AI rules
Disclosure
Do UK ads have to disclose AI?
No, not as a blanket rule. The UK’s ad regulator says there is "no blanket legal requirement in the UK to disclose the use of AI in ads." Its existing codes still apply regardless of how an ad was made, so an AI ad that misleads is treated like any other misleading ad.
What this means for marketers
No UK label rule, but no free pass either: the misleading-advertising rules apply as usual. Worth considering that an ad running in both the UK and EU has to meet the stricter EU standard.
Primary source UK ASA/CAP: disclosure of AI in advertising (May 29, 2025)
Links checked September 25, 2026
More on Disclosure
How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.