This report presents the findings of a major ASA trial exploring how artificial intelligence (AI) can strengthen the regulation of online advertising. Using our in-house Active Ad Monitoring system, we analysed nearly 6,000 paid-for alcohol-related ads served to UK audiences in early 2025, across social media, search and display.
The trial tested whether large language models (LLMs) – advanced AI tools capable of analysing both text and imagery – could assess ads against the alcohol-specific rules in Section 18 of the CAP Code. Each ad was screened by AI and any potentially non-compliant content was reviewed by ASA experts. This approach combined the scale and speed of AI with expert human judgement.
Overall compliance was very strong. Around 96% of ads were likely to meet the rules, with just 1–3% appearing to break them and a small proportion requiring further review. Most of the likely breaches related to unauthorised health or nutritional claims, irresponsible drinking messages, or content likely to appeal to children.
By contrast, the trial found a higher rate of potential issues among alcohol-free product ads –around 48% – largely because of missing or unclear ABV information. These findings suggest that while alcohol advertisers are generally following the rules, there is scope to improve compliance and awareness among low- and no-alcohol marketers.
The project also demonstrated the value of AI in supporting effective, evidence-based regulation. The model successfully identified ads that had not generated public complaints, giving the us a broader and more proactive view of the online advertising landscape. While human oversight remains essential, the trial shows how AI can help regulators act earlier and more efficiently on emerging risks.
Next steps include direct follow-up with advertisers responsible for clear-cut breaches and the publication of further guidance for the alcohol-free sector, particularly on ABV labelling. Insights from this work will inform future improvements to our Active Ad Monitoring system and help shape how AI is used across different areas of our work.
By combining AI technology with expert human judgement, we’re gaining deeper insight into compliance across digital advertising, ensuring that UK ads remain responsible and in line with the rules.