TikTok's Response to AI-Generated Weight Loss Ads: A Case Study in Platform Moderation
In a recent development, TikTok has taken action against a fake Boots account that was advertising prescription-only weight loss drugs using AI-generated content. The account, seemingly based in Hong Kong, was able to re-upload the same videos after they were initially removed, sparking concerns about the platform's ability to detect and prevent such scams.
The ads, featuring smiling healthcare professionals from the British retailer Boots, were deemed illegal as they promoted prescription-only weight loss drugs to the public. The videos showed health workers drinking from a vial of blue liquid, which then seemingly jumped forward several months, revealing drastic weight loss. However, these videos were later found to be AI-generated or taken from other websites without permission.
AI expert Sam Gregory highlighted the ease with which AI can now create convincing videos or images of health professionals, raising questions about the speed and effectiveness of platform moderation. He noted that major brands like Boots would likely receive priority over individual business owners targeted by such scams.
Boots, the actual retailer, confirmed that it only runs ads on social media through its official account, @BootsUK. The company also emphasized the importance of obtaining weight loss medicines from registered pharmacies with a prescription, as purchasing counterfeit products carries serious health risks. The MHRA, the UK's governmental body for ensuring medicine safety, issued warnings about buying counterfeit products.
TikTok responded by stating its commitment to strengthening detection methods for AI-generated content and prohibiting the depiction, promotion, or trade of controlled substances. This incident underscores the ongoing challenges in moderating content on social media platforms, especially with the increasing sophistication of AI-generated content.
