Jurisdiction(s):
United Kingdom

Generative AI in UK advertising: IP, TDM/licensing, CAP/BCAP and DMCCA compliance, brand safety, adtech and programmatic issues, and advertising AI products, with EU AI Act context

Published by a LexisNexis TMT expert

Practice notes

AI technologies can be applied throughout the advertising landscape, from fine-tuning programmatic buying and audience targeting to creating content. The digital marketing sector has, in fact, drawn on such tools for years—virtually every participant in the online ad ecosystem, including exchanges, networks, publishers, social platforms and brands (or the media agencies purchasing on their behalf), has relied on AI to varying degrees to steer spend, conduct real-time bidding and sales, generate reports, deliver and target at scale, and assess campaign performance. For additional insight into the role of non‑generative AI in digital advertising, see the Further resources referenced below. By contrast, the recent boom in generative AI solutions and technologies (described as ‘AI systems’ in this Practice Note) has transformed the market and shaken established monetisation approaches. Each wave of change brings fresh commercial possibilities alongside novel legal exposures for stakeholders throughout the ecosystem and increased regulatory scrutiny...

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Web page updated on 22/05/2026

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