The Advertising Standards Authority of Singapore (ASAS) has reported a significant increase in feedback regarding advertisements using generative artificial intelligence (Gen AI) in 2025. The authority received seven complaints about AI-generated ads, more than double the combined total of three from the previous two years. ASAS is urging industry bodies to create sector-specific guidelines to prevent misleading advertisements.
ASAS received a total of 379 pieces of advertisement feedback in 2025, with telecommunications and restaurant advertisements being the most complained about sectors. The rise in AI-related feedback highlights growing consumer concerns over potentially misleading content created using AI technologies. An example cited involved a telemedicine company using AI to simulate a personal testimonial, which was deemed misleading by complainants.
ASAS Chairman Bryan Tan emphasised the importance of ethical advertising, stating that whilst AI is a valuable tool, its use must be responsible. “False and misleading advertisement content is unacceptable, regardless of the tools used,” he said. ASAS maintains that advertisements must comply with the Singapore Code of Advertising Practice (SCAP) and national legislation.
The authority advocates for a risk-based approach to AI usage in advertising, focusing on applications where there is a high potential to mislead. ASAS invites industry bodies to collaborate on developing guidelines and offers a copy advice service for marketers to ensure compliance with SCAP. This initiative aims to foster trust in advertising amidst technological advancements.
