Background
This ruling forms part of a wider piece of ongoing work on the advertising of AI products across a number of sectors. The ads were identified for investigation following intelligence gathered by our Active Ad Monitoring system, which uses AI to proactively search for online ads that might break the rules. See also related rulings published on 16 September 2026.
Ad description
Two paid-for Meta ads by DeMoss Shannon DeJuliis for Nexaipic, an AI portrait generation tool, seen on 2 April 2026:
a. The first ad featured a video with several fleeting scenes. It started with an image of a woman’s partially blurred face inside a circle, a video camera symbol and text which stated, “Realizing [sic] Deep Fantasies with Generation AI There is much more than what is shown, use your imagination Experience Like Never Before”.
It then showed a box with text which stated “Let my goddess generate the following actions: […]” with blurred text beneath. Below was a heading “Select Mood (Optional)” with further text which stated, “Happy Epic Inspiring Upbeat found create”. It then showed a woman who had been completely blurred jumping up and down, and then another woman with the area around her mouth blurred, who seemed to be performing oral sex while the voice-over and on-screen text stated, “found a crappy AI tool? NO try this 18+ AI app there are no restrictions it is all adult characters upload your crush and let AI create what you imagine.” Further on-screen text stated, “This is the effect you need There are more interesting effects for you to try”, below a hand swiped through a selection of images of women, selected one and she was then shown with the area around her mouth blurred and seemed to be performing oral sex. The ad ended with on-screen text which stated, “Now try it” overlayed on a woman who had her face blurred and was touching her chest.
b. The second ad featured a video with several fleeting scenes. It started with a small photo of a woman sitting on a sofa wearing a low-cut mini dress reading a book with text alongside which stated, “Transform any photo into a sizzling video”. Beneath was a video of the same woman sitting on a sofa wearing knickers and a top with one of the straps off her shoulder. She faced the camera and parted her legs whilst she pulled on her underwear and made groaning facial expressions. The bottom half of her body was blurred.
The video included a voice-over that said, “Hey, looking for a powerful AI video generator? Pick a template, upload your image and it turns into a seductive intense video that’ll make your heart race. So smooth, so real, dangerously addictive. Try it now.” The video showed the heading “Generating Video want to do something with your favorite [sic] photos? Change clothes” and below was an image of another woman wearing a short, low-cut dress and a selection of different outfits underneath. The woman was shown parting her legs, facing the camera, placing her hands on her crotch area and seemed to masturbate, whilst the bottom half of her was blurred over. On-screen text then stated, “ALL you need is one photo of her It will become the way you like” with a peach and an aubergine emoji touching each other. The video then showed the first woman in a pink top and trousers with green and black hair dancing.
Issue
The ASA challenged whether the ads sexualised and objectified women and were therefore irresponsible, offensive and harmful.
Response
Guangxi Baise Tianyi Agricultural Development Co Ltd t/a Nexaipic – AI Portrait Generation Tool and Person(s) unknown t/a DeMoss Shannon DeJuliis did not respond to the ASA’s enquiries.
Meta confirmed that the ads had appeared on its platform, but said they breached its advertising guidelines and standards. They said the ads had already been removed before they were contacted by the ASA.
Assessment
Upheld
The ASA was concerned by the lack of response and apparent disregard for the Code by Guangxi Baise Tianyi Agricultural Development Co Ltd t/a Nexaipic – AI Portrait Generation Tool and Person(s) unknown t/a DeMoss Shannon DeJuliis, as well as the failure to provide their full name and geographical business address for Person(s) unknown t/a DeMoss Shannon DeJuliis. These were breaches of CAP Code (Edition 12) rule 1.7 (Unreasonable delays) and 1.7.1 (Compliance). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.
The CAP Code stated that ads must be prepared with a sense of responsibility to consumers and to society, must not cause serious or widespread offence and must not include gender stereotypes that were likely to cause harm.
Ad (a) featured two women with their faces partially blurred who appeared to be performing oral sex, text which stated, “Realizing Deep Fantasies with Generation AI”, and a voice-over that stated, “[…] upload your crush and let AI create what you imagine”. Ad (b) featured two women with their legs spread and the lower halves of their bodies blurred, seemingly masturbating, text that stated, “Transform any photo into a sizzling video”, and a voice-over that stated, “Pick a template upload your image and it turns into a seductive intense video”.
We considered viewers would understand from the ads that the app was an AI tool that enabled users to transform a photograph into a video, including creating sexually explicit content at the user’s discretion. Ad (a) also stated, “There is so much more than what is shown”, “use your imagination Experience Like Never Before”, “no restrictions”, “let AI create what you imagine” and “There are more interesting effects for you to try”. Ad (b) also stated, “it turns into a seductive intense video that’ll make your heart race […] dangerously addictive” and “ALL you need is one photo of her It will become the way you like” alongside a peach and aubergine emoji, which we understood were commonly used as references to a bottom and penis. We considered those references in both ads, reinforced the impression that the app could be used to create sexually explicit content from images of women for the user’s sexual gratification. We therefore considered that by promoting the manipulation of photographs of women into sexually explicit videos, the ads reduced the women to sexual objects.
Furthermore, ad (a) also featured a woman bouncing up and down in a sexually suggestive manner, and a woman seductively touching her chest, and ad (b) included a women dancing in a manner that emphasised her body. We considered those elements objectified the women by presenting them as sexual objects.
For those reasons, we considered the ads reinforced the harmful impression that it was acceptable to objectify and stereotype women by presenting them as sexual objects.
Furthermore, because the ads included sexualised content that showed women who appeared to be performing oral sex and masturbating, and implied that users could select any photo to generate a sexually explicit video, including of “your crush” in ad (a), who would often be unaware of the other person’s feelings towards them, we therefore considered the ads condoned and encouraged digitally manipulating women’s images to create sexually explicit content without their consent.
Therefore, we concluded the ads were irresponsible, included a harmful gender stereotype and likely to cause serious offence.
Ads (a) and (b) breached CAP Code (Edition 12) rules 1.3 (Social responsibility), 4.1 and 4.9 (Harm and offence).
Action
The ads must not appear again in the form investigated. We told Guangxi Baise Tianyi Agricultural Development Co Ltd t/a Nexaipic – AI Portrait Generation Tool and Person(s) unknown t/a DeMoss Shannon DeJuliis to ensure that their ads were socially responsible and did not cause serious or widespread offence, including by featuring a harmful gender stereotype that objectified and sexualised women. We referred the matter to CAP’s Compliance team.
