ASA publishes results of AI trial monitoring alcohol advertising compliance

On 9 October 2025, the Advertising Standards Authority (ASA) published the results of its AI trial which checked whether ads promoting alcohol complied with advertising guidance or not. The findings of the trial showed that the majority of alcohol ads were compliant. Key findings included:

• Around 96% of the ads reviewed were likely to comply with the alcohol specific advertising rules.
• Just 1-3% appeared to break them.
• The remaining 1% needed further review.

The most common issues the ASA found across the ads it surveyed as being non-compliant included: misleading or unauthorised health or nutritional claims, ads promoting irresponsible drinking, and content likely to have an appeal to children.

The ASA will be contacting those advertisers where they found breaches. The trial, and similar future trials, will also allow the ASA to get a clearer picture of where ads are non-complaint which will enable faster and more effective action on emerging risks.