Who’s Liable When AI Misleads? Legal Accountability in AI-Generated Advertising.

Abstract

This project investigates the legal and policy challenges surrounding AI-generated advertising and accountability. As companies increasingly use AI tools to create images, videos, and even synthetic influencers, questions arise about who should be held responsible when these ads mislead consumers. Current laws in the U.S. and abroad were written for human advertisers, leaving gaps around the roles of AI providers, platforms, and virtual influencers. This research explores these gaps through a comparative lens, looking at how jurisdictions such as the UK and EU regulate disclosure, child protection, and platform responsibility. Her final paper will propose concrete policy recommendations, such as clearer disclosure rules, updated protections for children, and possible shared liability models, to ensure AI advertising is transparent, trustworthy, and fair.