FTC Warns: Keep Your AI Claims In Check
The US Federal Trade Commission is warning companies to "keep your AI claims in check," as AI marketing accelerates in physical security and throughout tech.
The agency is instructing companies that exaggerated claims are as illegal for AI as any other product.
FTC ** **********
*** ******* ***** ********** (***) ** the ********* ** ****** ********* ******** protection *** *********** ****, **** *** power ** ***** ********* ** ***** over ***** ****** ** ***** **********, often ******** *****-******* ****** ***********. "**" is ** ******* ** * '*** marketing ****' **** *** *** ********* cracks **** **.
*** ******** **** *******, ** ******** **** *** *********** ** *********** ****************** *** ******'* ******** ** *********** AI, ****** "**** **** ** ****** in *****." ** ******** **** *********** claims ** *********** ** ***-** ******** must ** ************** ******, ******* ****** blame *****-***** ********** *** ******* *******, and *** ******* **** ******** *** AI.
***** *** *** *** ************* ****** ************ ** ***** ****, *** ***** has **** ******** ****** ** ******. The ******* ** ******* ** ************* the ***'* ******** ** ******** '*****-**-***********' laws ** ** ****** ** ****, showing *** ****** **** **** **** to ********* **** *******'*** **** ** ** ******** ***.
Don't **********, ** ***** ** ***** ******
**** *** ************ **** "**" ****** available, ********* *** **** ********* ** exaggerating ****** ****** **** ***** ****** about ***********, ************ ****** ***'* **** if *** ****** *** **** ** really *** *****.
*** *********** **’** **** ********* *******, using ****** ** ***** *** *******, about ********* ****** **** ** ***** to **** ** ***** **** ***** beyond ***** ********. ** ** *** wonder **** ** *** ** ****** to ****** **** ********* *** ***** new ***** *** ******* **** ********** reflect *** ********* *** ******** ** artificial ************ (**)?
*******, **'* ***** ** ******* *** companies ** ********** ***** ** ** anything ****:
*** *** **** ** **** **** products **** ** ****** ***** *** even **** ** ********** ** *** first *****...********* ****** **** **** — for *** *********** ******** —false ** *************** ****** ***** * *******’* ******** *** *** ***** *** ******. [emphasis added]
**** * ******* ***** ****** ***** product ************, ********* **, *** *** says ** *** ** ** **** to **** **** ** **** ********** evidence:
**** *********** ****** ***** ** ********* if **** **** ********** ******* ** if **** ***** **** ** ******* types ** ***** ** ***** ******* conditions.
Products ******** ** **** ******** *** **
************, ******** *** ******* ******** ** "AI-powered" ** "**-*******," *** *** *** really *** **. ***** ****** *** illegal, *** *** *** *** "**** under *** ****" ** ***** ****:
If *** ***** *** *** *** **** **** ******** ****** **** **** ******* ** **-*******, ***** *****. In an investigation, FTC ************* *** ****** *** **** ***** *** **** and analyze other materials to see if what’s inside matches up with your claims. [emphasis added]
*** ******* **** ***** **** "****** using ** ** **** ** *** development ******* ** *** *** **** as * ******* ****** ** ** it."
* **** **** ****** **** ***** there ** ** ***********-******** ********** ** AI. *** *** **** *** **** an ******** ********** ** ** *** acknowledged *** ****'* ************ *** **** ******** ********. *******, *** ******* ****** that:
** ***** ****** ** * ******* of ************* ***** *** ********** **** use *********** ** ******* ***** **** as ***********, *********, ** ***************.
* ********** ** ** *** ***** purposes **** ********** ** *********** ** law ** ******* *** ***** ******, but *** *** ****** ********* **** use ***** ********* ** ********* ** claimed ** ******** *** **********.
Comparative ****** **** ** *********
********* *** ****** ********* ******* * product ** ****** ****** ******* ** uses **, *** *** *********** ****** require *****. *** *** **** *********** cannot ***** * ******* **** ** is ****** **** *** ******* ****** it ************ **:
**’* *** ******** *** *********** ** say **** **** ***-******* ********** ***** their ******* ****** – ******* ** justify * ****** ***** ** ********* labor *********.You **** ******** ***** for that kind of comparative claim, too, and if **** ***** ** ********** ** ***, **** ***’* **** *** *****. [emphasis added]
Cannot ***** *****/******* ** *****-***** **********
** **** *** *******, ********* *** responsible *** *** ***** ** ** features. **** ******** **** (*.*., ****** bias ** ****** ***********) ** *********** or ******* ******* (*.*.,***** *******). *** *** **** **** ******* cannot ***** ***** *******:
** ********* **** ***** – ***** it ***** ** ****** ****** ******* –you ***’* **** ***** * *****-***** ********* ** *** **********. And you can’t say you’re not responsible because that technology is a “black box” you can’t understand or didn’t know how to test. [emphasis added]
AI ********* ** ******** ********
******** ******** ********* ****** *** ************ market ** ********.
******* *** ******** **** **** ********* features ********* ** **. **** ******** facial ***********,****** **************, *** ****** ********* **** ****** or ******** *********. ******** ********* ****** ** *******, **** ** ****** *********.
** ***** * ***** ************ ********* literally **** ** ** ***** ******* names:*******.**,****.**, *********.**:
*** ** *** ***** / ****** detection ****, ***************** ************ ********* ** "**-***** ******* *********,"****** *** **** **** "******* *** ****** ** spot ******* ***** ******** ******** ******** items," *** "** ** ********** ********." The ******* ********** "**" **** *** times, *** ****** ****** *******:
*******, ******* "******* ***** *** ****" it ** ******* ******* *** ** combines **** ** ******** *********. ******, its****** * *********** ******************* ** ******** **** *** ************ metal ********* ** **********.
Signals *** ***** ** ** ***********
*** *** *** **** ************ ******** risks ** ** *** ******* *****, but **** ******* *** ** *** first ****** ********* ********* ** *********** AI **********.
*** ***, ** **** ** ***** federal ******** *** *** ******* ******, has ******* ******* ** *** ********* of ** ** **** ****** ******* - **** ****** ****** ********************** ****************- ** ** ** **** *** scams, **** *********-********* ******** *******. ** ***** ****, *** ***** Lina ************ * ***** ************* ***** ******* ********, ****** **** "We ******* *** *** ** ***** can *********** ***** *** ******** **************."
*** ******* ******* **** *** *** is **** ******* ** **, ***** falls ***** ** ************ *** ** companies. **** ********* *** *** *** take *********** ****** ******* ********* ******* in **** ********* ** *** **** future, ******** ** **** ***** **** yet ********.
**** ** * ******* ******** ** a ****** **** ** *** *** "Wild ****" ** ***** ** *****/********** claims. ******* * ** ******** ** get *** ******* ***** ** ***** I *** **** ******** *** **** (intelligent) ****** ****** **.