I would like to request information relating to complaints involving artificial intelligence (AI) being used in online advertising, marketing or online retail.
Please provide the following for the periods 1 January-31 December 2023, 2024, 2025 and 1 January-31 August 2026:
1. The number of complaints, enquiries or referrals received by your authority, including referrals received through the Citizens Advice Consumer Service, where AI-generated or synthetic content was recorded as being relevant to the complaint.
2. Of these, where recorded, the number relating specifically to online advertising, social media advertising, online retailers or e-commerce websites.
3. Where recorded, please provide a breakdown of complaints involving:
* AI-generated images of shops, business premises or locations;
* AI-generated product images;
* AI-generated images or videos of customers, models or testimonials;
* AI-generated or deepfake celebrity/public figure endorsements;
* AI-generated text used to market or describe products/services;
* other AI-generated or synthetic advertising content.
4. Where recorded, the total monetary value of losses reported in connection with these complaints, enquiries or referrals, broken down by year.
Please see this table for the requested information. Please note that the data supplied relates to the Heart of the South West Trading Standards area, which includes the areas covered by Devon County Council, Plymouth City Council, Somerset Council and Torbay Council.
| 1/1/23 – 31/12/23 | 1/1/24 – 31/12/24 | 1/1/25 – 31/12/25 | 1/1/26 – 31/8/26 | |
| 1. Number of complaints received where AI generated or synthetic content was recorded as being relevant to the complaint. | 0 | 2 | 3 | 5 |
| 2. Of 1), where recorded, the number relating specifically to online advertising, social media advertising, online retailers or e-commerce websites. | 0 | 2 | 3 | 5 |
| 3. Complaints involving… | ||||
| AI-generated images of shops, business premises or locations; | 0 | 0 | 0 | 0 |
| AI-generated product images; | 0 | 1 | 3 | 2 |
| AI-generated images or videos of customers, models or testimonials; | 0 | 1 | 0 | 1 |
| AI-generated or deepfake celebrity/public figure endorsements; | 0 | 0 | 0 | 1 |
| AI-generated text used to market or describe products/services; | 0 | 0 | 0 | 1 |
| other AI-generated or synthetic advertising content. | 0 | 0 | 0 | 0 |
| 4. Where recorded, the total monetary value of losses reported in connection with these complaints, enquiries or referrals, broken down by year. | £0 | £32 | £116 | £218.6 |