UK bans AI ad claiming it can remove clothing from images
A video editing app’s advert promising to ‘remove anything’ was ruled misleading for implying it could digitally undress women. The UK’s advertising watchdog has banned the campaign after receiving 39 complaints.
An advertising campaign for an AI-powered video and image editing app has been banned in the UK after regulators ruled it made misleading claims by suggesting users could digitally remove clothing from people in photos and videos.
The Advertising Standards Authority (ASA) confirmed on Tuesday that the ad, which featured the tagline ‘Remove anything,’ was pulled from platforms including Instagram and YouTube following its investigation. Regulators found the wording implied the app could manipulate images in a way that would alter a person’s clothing or physical appearance without consent, breaching rules on truthfulness and social responsibility.
📋 By The Numbers
- 17 — Days the ad ran before complaints were filed
- 4 — Platforms where the ad was distributed before removal
- £250,000 — Estimated cost of the campaign before it was banned
The app, developed by London-based startup PixelClear AI, markets itself as a tool for removing unwanted objects, backgrounds, or text from images and videos. However, the ASA ruled that the slogan ‘Remove anything’ was open to interpretation that extended beyond the product’s intended use, leading to a breach of the UK Code of Non-broadcast Advertising and Direct & Promotional Sales. The regulator highlighted that while the app could technically edit clothing in a static image, doing so would require extensive manual input and was not the primary function.
| Aspect | App’s Claim | ASA Ruling |
|---|---|---|
| Core Function | AI-powered removal of objects, text, or backgrounds | Not designed for altering clothing or physical features |
| Ad Slogan | ‘Remove anything’ | Misleading by implying ease of altering clothing |
| User Control | Manual editing required for clothing removal | No automated feature exists for this purpose |
PixelClear AI has defended its campaign, stating that the slogan was intended to emphasize the app’s versatility but admitted the wording could have been clearer. The company has since revised its marketing materials to specify that the app is designed for ‘removing unwanted elements’ rather than ‘altering clothing or people.’ The ASA’s decision does not impose a fine but requires PixelClear AI to ensure future ads are not misleading.
💡 Pro Tip
Advertisers should avoid absolute phrases like ‘remove anything’ when the product’s capabilities are more nuanced. Use precise language to describe AI tools, especially when their functionality could be misinterpreted.
The ASA’s ruling comes amid growing scrutiny of AI-generated content and its potential misuse. In March, the regulator banned three ads for AI tools that promised to create ‘deepfake’ videos of celebrities, citing concerns over deception and privacy. Regulators are increasingly focusing on ads that blur the line between innovation and misrepresentation, particularly in the realm of image manipulation.
- 🔍 The ASA received 39 complaints, all citing concerns about the ad’s implications for privacy and consent.
- ⚠️ The ruling sets a precedent for future AI tool ads, emphasizing transparency in marketing claims.
- 📊 PixelClear AI’s app has over 500,000 downloads globally, with most users employing it for object removal in product photography.
PixelClear AI has stated it will comply with the ASA’s ruling and is reviewing its advertising strategy. The company’s CEO, Daniel Reeves, said, ‘We take the ASA’s feedback seriously and will adjust our messaging to avoid any ambiguity. Our product is built to empower creators, not mislead them.’ The revised ads are expected to launch within 30 days, with stricter guidelines around how the app’s capabilities are described.
Key Points
- ✅ ASA banned an AI editing app’s ad for implying it could digitally remove clothing
- ⚡ The ad’s slogan ‘Remove anything’ was ruled misleading under UK advertising codes
- 💡 PixelClear AI must revise its marketing to avoid ambiguity in future campaigns