A BBC investigation found a wave of AI-generated fitness ads on social media that feature fabricated instructors and promise scientifically implausible body transformations, in apparent breach of U.K. advertising codes. The Advertising Standards Authority said it has received roughly 300 complaints about AI-driven ads in the past year and is issuing guidance to offenders, highlighting rising enforcement challenges as synthetic media scales. Fitness professionals warn the ads foster false expectations and potential harm, while an academic describes a “wild west” in which users can’t easily discern real from fake. TikTok says it has labeled more than 1.3 billion AI-generated videos, and Meta relies on industry indicators, but both declined to comment on opt-out tools—leaving calls to tighten rules and transparency measures growing louder.
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