ASAS flags rise in AI-related ad feedback in 2025

Total complaints fell, but Gen AI cases more than doubled.

The Advertising Standards Authority of Singapore (ASAS) received 379 pieces of advertisement feedback in 2025, down from 432 in 2024, but cases involving generative artificial intelligence more than doubled from the combined total in 2023 and 2024.

ASAS said seven pieces of feedback last year concerned advertisements involving Gen AI, as it called on marketers and industry bodies to develop sector-appropriate ethical guidance for the technology’s use in advertising.

The authority said AI-generated advertising was not inherently objectionable, but warned that advertisers remain responsible for ensuring content is honest, decent, legal, and not misleading under the Singapore Code of Advertising Practice.

It said the most common concern in AI-related cases was that images and videos depicted fictitious events or misleading claims. In one example cited, a telemedicine company used Gen AI to create a first-person testimonial video that complainants said appeared to come from a real individual.

Telecommunications remained the most complained-about sector in 2025, with 38 pieces of feedback, followed by restaurants with 35 and beauty with 32. Food and beverages and health rounded out the top five.

ASAS said vague or indiscriminate disclosure of AI use would not be useful, and instead backed a risk-based approach focused on applications with a high potential to mislead consumers.

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