United Kingdom regulators are increasing their efforts to protect the privacy of online users and focusing their attention in the area of using Artificial Intelligence (AI) to improve marketing, and the ongoing problem of fake reviews for products. This shift signals a dramatic change for brands that will be under more scrutiny for their digital activities.
The main focus of regulators’ new goals is making sure that AI’s role in advertising is both clear and equitable to consumers. The authorities are looking into how businesses make use of AI tools to tailor advertising and content which raises concerns about the legitimacy of these advanced techniques.
Alongside the investigation into AI and the use of AI, regulators are now taking action against fraudulent or manipulative reviews for products. The goal is to make sure that online reviews are trustworthy as they have a huge influence on the purchase decision. This campaign will target companies that create fake positive reviews of their own products or produce false negative reviews of competitors.
