Advertising Standards Authority Bans AI Editing App Ad
An advertisement for a video and image editing application that suggested users could digitally remove a woman’s clothing has been prohibited by the UK advertising regulator.
The YouTube advertisement for PixVideo - AI Video Maker, which aired in January, displayed a "before" and "after" image of a young woman. The "before" image featured a red scribble over her midriff, while the "after" image showed parts of her bare skin exposed.
Text at the bottom of the image read: "Erase anything" followed by a heart-eyes emoji.
Complaints and ASA Investigation
Eight individuals lodged complaints with the Advertising Standards Authority (ASA), stating that the advertisement sexualised and objectified women and was irresponsible, offensive, and harmful.
It remains unclear whether the image used in the advertisement depicts a real person or is AI-generated. The ASA informed the BBC that assessing this aspect was not part of its investigation.
ASA's Findings and Statement
The regulator noted that PixVideo does not allow users to remove clothing from digital images to create sexually explicit content. However, it acknowledged that viewers might have been led to believe otherwise.
"Because the ad implied that viewers could use an app to remove a woman's clothing, we considered it condoned digitally altering and exposing women's bodies without their consent,"
the agency stated.
"It added that the ad was 'irresponsible, included a harmful gender stereotype and was likely to cause serious offence'."
Response from Saeta Tech
Saeta Tech, the company that owns PixVideo, expressed understanding of why the advertisement was likely to cause offence but attributed this to the advertisement’s presentation and messaging rather than the intended use of the product.
The company affirmed that it prohibits the creation of nude or sexually explicit content and employs automated detection and blocking mechanisms to prevent such imagery from being generated.
Saeta Tech has agreed not to display the advertisement again and has suspended all advertising activities while conducting an internal review.
Context: AI Tools and Ethical Concerns
The issue of applications capable of "declothing" women and girls without their consent gained significant attention in January when Elon Musk’s chatbot Grok was used to disseminate sexualised images on X (formerly Twitter).
Following a global backlash, Musk restricted Grok from generating such images in jurisdictions where it is illegal. Nevertheless, X continues to face investigations and lawsuits worldwide.
UK Government Legislation
In December, the UK government announced plans to criminalize the creation and distribution of AI tools that enable users to edit images to appear as if someone’s clothing has been removed.
These new offences will complement existing legislation concerning sexually explicit deepfakes and intimate image abuse.
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