Complaints involving artificial intelligence (AI) being used in online advertising, marketing or online retail.

I would like to request information relating to complaints involving artificial intelligence (AI) being used in online advertising, marketing or online retail.



Please provide the following for the periods 1 January-31 December 2023, 2024, 2025 and 1 January-31 August 2026:

1. The number of complaints, enquiries or referrals received by your authority, including referrals received through the Citizens Advice Consumer Service, where AI-generated or synthetic content was recorded as being relevant to the complaint.

2. Of these, where recorded, the number relating specifically to online advertising, social media advertising, online retailers or e-commerce websites.

3. Where recorded, please provide a breakdown of complaints involving:

* AI-generated images of shops, business premises or locations;

* AI-generated product images;

* AI-generated images or videos of customers, models or testimonials;

* AI-generated or deepfake celebrity/public figure endorsements;

* AI-generated text used to market or describe products/services;

* other AI-generated or synthetic advertising content.

4. Where recorded, the total monetary value of losses reported in connection with these complaints, enquiries or referrals, broken down by year.

1. The number of complaints, enquiries or referrals received by your authority, including referrals received through the Citizens Advice Consumer Service, where AI-generated or synthetic content was recorded as being relevant to the complaint.

2023 – 0

2024 – 1

2025 – 0

2026 - 5

A further 24 referrals relating to victims of romance fraud involving fake celebrity profiles have been excluded, as the records do not explicitly identify the use of AI-generated or synthetic content.

2. Of these, where recorded, the number relating specifically to online advertising, social media advertising, online retailers or e-commerce websites.

Social media advertising – 2 (both 2026)

Online retailers – 4 (1 2024, 3 2026)

3. Where recorded, please provide a breakdown of complaints involving: * AI-generated images of shops, business premises or locations; * AI-generated product images; * AI-generated images or videos of customers, models or testimonials; * AI-generated or deepfake celebrity/public figure endorsements; * AI-generated text used to market or describe products/services; * other AI-generated or synthetic advertising content.

AI-generated product images – 4 (1 2024, 3 2026)

AI-generated or deepfake celebrity/public figure endorsements – 2 (both 2026)

4. Where recorded, the total monetary value of losses reported in connection with these complaints, enquiries or referrals, broken down by year.

2024 – £138

2026 - £737.95