{"id":74769,"date":"2023-02-28T15:10:19","date_gmt":"2023-02-28T13:10:19","guid":{"rendered":"https:\/\/forklog.com\/en\/?p=74769"},"modified":"2025-09-09T22:10:22","modified_gmt":"2025-09-09T19:10:22","slug":"ftc-issues-guidance-on-advertising-ai-products","status":"publish","type":"post","link":"https:\/\/u1f987.com\/en\/ftc-issues-guidance-on-advertising-ai-products\/","title":{"rendered":"FTC issues guidance on advertising AI products"},"content":{"rendered":"<p>The U.S. Federal Trade Commission (FTC) urged businesses to \u201ckeep AI claims in check.\u201d<\/p>\n<blockquote class=\"twitter-tweet\">\n<p lang=\"en\" dir=\"ltr\">Marketers: Keep your <a href=\"https:\/\/twitter.com\/hashtag\/AI?src=hash&#038;ref_src=twsrc%5Etfw\">#AI<\/a> claims in check. New on the FTC Business Blog: <a href=\"https:\/\/t.co\/3QA4UQ9iEt\">https:\/\/t.co\/3QA4UQ9iEt<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/advertising?src=hash&#038;ref_src=twsrc%5Etfw\">#advertising<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/marketing?src=hash&#038;ref_src=twsrc%5Etfw\">#marketing<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/ArtificialIntelligence?src=hash&#038;ref_src=twsrc%5Etfw\">#ArtificialIntelligence<\/a> <a href=\"https:\/\/t.co\/6XCv09NIPi\">pic.twitter.com\/6XCv09NIPi<\/a><\/p>\n<p>\u2014 FTC (@FTC) <a href=\"https:\/\/twitter.com\/FTC\/status\/1630251643961786368?ref_src=twsrc%5Etfw\">February 27, 2023<\/a><\/p><\/blockquote>\n<p> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>According to the agency, businesses often use the phrase &#8216;AI-powered&#8217; and other variations in product descriptions without justification.<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cOne thing is certain: this is a marketing term. \u2026 Some advertisers will not be able to resist overuse and misuse of them,\u201d the commission said.<\/p>\n<\/blockquote>\n<p>The agency warned that such claims may be considered \u201cfalse or unfounded.\u201d The FTC urged marketers to evaluate advertising materials against several criteria:<\/p>\n<ul class=\"wp-block-list\">\n<li>Overstating capabilities \u2014 performance claims are deceptive if not supported by evidence;<\/li>\n<li>Contrasting a regular product with an AI product \u2014 evidence is required for a comparative claim;<\/li>\n<li>Risks \u2014 accountability for unpredictable results of algorithmic systems;<\/li>\n<li>Direct presence of the technology \u2014 using AI tools in development is not the same as an AI product.<\/li>\n<\/ul>\n<p>The FTC reminded that during reviews regulators may go \u201cunder the hood\u201d and examine other materials to verify the truth of advertising promises.<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cYou don&#8217;t need a crystal ball to predict what the Federal Trade Commission may do when these statements are not substantiated,\u201d the agency concluded.<\/p>\n<\/blockquote>\n<p>This is not FTC&#8217;s first statement on AI. In April 2021 the regulator <a href=\"https:\/\/www.ftc.gov\/business-guidance\/blog\/2021\/04\/aiming-truth-fairness-equity-your-companys-use-ai\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">released<\/a> guidance, which focused on fairness and equity as well as marketing.<\/p>\n<p>In September 2022, the U.S. FTC vowed to protect gig workers from <a href=\"https:\/\/u1f987.com\/en\/news\/us-to-shield-gig-workers-from-unfair-algorithms\">discriminatory algorithms<\/a>.<\/p>\n<p>In August, the FTC launched <a href=\"https:\/\/u1f987.com\/en\/news\/us-to-regulate-surveillance-technologies-and-algorithms\">a regulatory procedure<\/a> for surveillance technologies, algorithms and data-security.<\/p>\n<p>In September 2021, Democratic senators urged the Commission to investigate <a href=\"https:\/\/u1f987.com\/en\/news\/us-senate-urges-probe-into-teslas-autonomous%e2%80%91driving-claims\">Tesla&#8217;s advertising claims of autonomous driving<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The U.S. Federal Trade Commission (FTC) urged businesses to \u201ckeep AI claims in check.\u201d<\/p>\n","protected":false},"author":1,"featured_media":74770,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"select":"1","news_style_id":"1","cryptorium_level":"","_short_excerpt_text":"","creation_source":"","_metatest_mainpost_news_update":false,"footnotes":""},"categories":[3],"tags":[438,36,26],"class_list":["post-74769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-analysis","tag-artificial-intelligence","tag-regulation","tag-usa"],"aioseo_notices":[],"amp_enabled":true,"views":"22","promo_type":"1","layout_type":"1","short_excerpt":"","is_update":"","_links":{"self":[{"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/posts\/74769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/comments?post=74769"}],"version-history":[{"count":1,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/posts\/74769\/revisions"}],"predecessor-version":[{"id":74771,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/posts\/74769\/revisions\/74771"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/media\/74770"}],"wp:attachment":[{"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/media?parent=74769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/categories?post=74769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/u1f987.com\/en\/wp-json\/wp\/v2\/tags?post=74769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}