ASA reveals AI detection tool processed three million ads in 2023
Regulator promises system will become integral to operations after gambling firms caught out by the tech in three cases last year
The Advertising Standard Authority (ASA) has revealed it scrutinised three million adverts using its AI-powered Active Ad Monitoring system in 2023.
The AI tool, which was launched last year, is still being developed but saw a 30-fold increase between January and December in the number of ads it processed.
In December alone, 520,000 ads from various sectors were captured and analysed by the tool, up from 17,000 at the start of the year.
November alone saw more than 700,000 ads reviewed by the technology.
As detailed in the ASA’s annual report, the watchdog has confirmed the Active Ad Monitoring system is becoming “increasingly core to the way the ASA functions”.
The advertising watchdog communicated 16 rulings for gambling companies in 2023, of which 13 were found to have been in breach of regulations.
Of those 13, the Active Ad Monitoring system was used in three cases against Sky Bet, bet365 and Ladbrokes.
The trio were all found to have breached the CAP code after the AI tool detected the ads, despite no members of the public raising an issue.
The system also flagged an ad from William Hill, which the ASA determined was not in breach of regulations.
The ASA has also confirmed a new strategy running through to 2028 named ‘AI-assisted collective ad regulation’.
The four-year plan will see the continued use of the Active Ad Monitoring system, while bosses have committed to investing resources to be more preventive in their caseload.
Adam Davinson, ASA head of data science, said: “Our Active Ad Monitoring system has delivered significant impact in 2023, contributing to the majority of ads amended and withdrawn and 23 of our published formal investigations.
“It supported projects including our work on climate change and the environment, youth vaping, gambling and prescription-only medicines.
“We believe the use of AI to support the work of our expert teams is an essential part of being an effective regulator of online advertising.
“We’re continuing to develop the system in 2024, incorporating more data, expanding the set of topics it covers, and integrating it further into the way we work,” he added.
Last month, BetMGM escaped punishment after the ASA ruled that the UK challenger brand’s marketing campaign involving comedian and actor Chris Rock didn’t appeal to under-18s.