The Advertising Standards Authority (ASA) has banned a YouTube advertisement for an AI video editing application after it was found to sexualise women and imply that users could digitally remove their clothing without consent. The ad, which aired in January 2026, promoted PixVideo - AI Video Maker with the tagline "erase anything," accompanied by a heart-eye emoji, and displayed before-and-after images of a young woman. In the first image, a red scribble covered her midriff, while the second revealed her bare skin, leading to complaints that it objectified women and was irresponsible.
Regulator's Ruling on Harmful Content
Following eight complaints, the ASA investigated and ruled that the advert was "irresponsible, included a harmful gender stereotype and was likely to cause serious offence." The regulator emphasised that the ad reduced the woman to a sexual object and condoned digitally altering and exposing women's bodies without their permission. This decision underscores growing concerns about the ethical use of AI technology in marketing and its potential to perpetuate gender-based harm.
Company Response and Internal Audit
Saeta Tech Ltd, the company behind PixVideo - AI Video Maker, acknowledged the offensive nature of the ad and stated that it had been removed voluntarily. The firm clarified that its app's terms prohibit the creation of nude or sexually explicit content and that automated AI-based detection systems are in place to block such imagery. Despite these safeguards, the company admitted that the ad's presentation and messaging were problematic, leading to a comprehensive internal audit and suspension of all advertising to address marketing issues.
Broader Implications for AI and Advertising Ethics
This incident highlights the critical need for responsible advertising in the tech industry, particularly as AI tools become more advanced. The ASA has mandated that future ads from PixVideo must be socially responsible, avoid causing serious offence, and refrain from objectifying or sexualising women. As digital manipulation technologies evolve, regulators and companies alike must prioritise ethical standards to prevent the spread of harmful stereotypes and protect consumer trust.
