An advertisement for the AI video editing app, PixVideo, has been banned by the Advertising Standards Authority (ASA) after it featured digitally altered imagery that exposed a woman’s body without her consent. The ad, which ran on YouTube in January, explicitly showed how the app could be used to remove clothing from a person in an image, prompting complaints from viewers who found it deeply offensive and harmful.
The Ad’s Content and Complaints
The banned advert presented a “before-and-after” visual. The “before” image showed a young woman with red scribble obscuring her midriff; the “after” displayed her bare skin, including beneath her shorts. The accompanying text read, “Erase anything [heart-eyes emoji].” This sparked outrage, with eight complaints lodged against Saeta Tech Ltd, the company behind PixVideo, accusing the ad of sexualizing and objectifying women.
The Company’s Response and ASA Ruling
Saeta Tech argued that the controversy stemmed from the ad’s presentation, not the app’s intended functionality. They claimed that their terms of service prohibited nude or sexually explicit content, and their AI-based filters prevented such imagery from being generated. Despite this, the ASA ruled against them, stating that the ad still reduced the woman to a sexual object and condoned the non-consensual alteration and exposure of her body.
The ASA acknowledged Saeta Tech’s voluntary removal of the ad and their commitment to an internal audit, but maintained that the advertisement was irresponsible, perpetuated a harmful gender stereotype, and was likely to cause serious offense. The ruling mandates that the ad never appear again, with a warning for PixVideo to ensure future ads are socially responsible and avoid objectification.
This case highlights the ethical concerns surrounding AI-powered image manipulation tools. While such technology may have legitimate uses, the potential for misuse—particularly in the context of non-consensual exploitation—demands stricter regulation and responsible marketing practices.
