Artificial intelligence is taking a more important role in maintaining transparency in gaming

Artificial intelligence (AI) seems to be able to bring solutions in several areas of a business operation, no matter the industry. For instance, the advertising space needs monitoring to make sure that there isn’t any brand that would target children with gambling and junk food ads or content where prohibited. This has led to a new strategy implemented by the UK’s Advertising Standards Authority (ASA), which is beginning of a five-year plan to have more online impact. Therefore, the ASA launched an internal data science team acting as a watchdog to oversee the increasing number of social media and website ads.

This plan has been ready for a while; however, the launch was slightly delayed due to the impact of the coronavirus pandemic and has now been scheduled for later this year or the beginning of 2021. The ASA is using social intelligence tools such as Brandwatch to monitor online content, mostly related to gambling and to which age groups advertising is being directed. This tool allows authorities to read trends across online content, as well as look for weak points to establish advertising rules.

With this tool, ASA has been able to remove 12,000 pictures on Instagram that were promoting things like Botox, which are illegal to advertise. The organization has also been working with online platforms and networks to tackle misleading and irresponsible paid-for ads, mostly scams. Through AI, the ASA developed a Scam Ad Alert system that processes and shares information quickly for a more efficient response.

One of the biggest headaches when it comes to monitoring online content is influencer marketing. There are many of them who continue to flout the rules and not tagging the content as #add when they are supposed to; therefore, it is one of the main focuses of the ASA. As the group’s efforts start to show benefits, the AI solutions will be adopted by other regulatory bodies to ensure activity under their control is appropriately monitored, as well.