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Is your favourite gym-fluencer now just an AI-bot? This is the question shaking the fitness industry as recent reports have exposed that AI-generated marketing campaigns are being disguised as user generated content in a bid to sell fitness products.
Generative AI allows brands to create marketing content at incredible speed, lowering traditional production costs. However, from a legal standpoint, the use of AI does not change existing legal standards or liability. Businesses cannot use AI to escape their legal obligations. Regulators like the Advertising Standards Authority (ASA) evaluate campaigns based on whether the average consumer would be misled by the claims made.
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