“Consumer Protection” warns against deep fakes in commercial promotion

The Emirates Consumer Protection Association has warned of the dangers of using some artificial intelligence techniques in marketing and promoting certain products, goods and services, especially deepfake technology, explaining that this technology enables the production of images and video clips that appear real, but are completely fake, which makes the consumer exposed to deception. Visual makes products or services appear more attractive than they actually are.

The Chairman of the Association’s Board of Directors, Mohammed Khalifa bin Uzair Al Muhairi, told Emirates Al-Youm, “There are many risks inherent in the design of some artificial intelligence algorithms that may affect consumer behaviors in hidden and unaware ways, which requires adopting a disciplined approach that takes into account transparency and governance.” “It is in line with the comprehensive ethical vision of the UAE.”

Al Muhairi called on consumers to be careful and verify the authenticity of the content before making any purchasing decisions, stressing that these practices need strict control and regulation to protect consumers from manipulation.

He stated that artificial intelligence technologies have begun to spread in the commercial marketing sector, as they have become used to analyze consumer preferences, customize advertisements, and create interactive content aimed at attracting users’ attention, noting that despite their enormous potential, these tools may be used to mislead consumers by Fake images, simulated videos, and advertisements specifically designed to influence purchasing decisions without consumers being aware of it.

Al Muhairi stressed the importance of enhancing consumer awareness regarding the use of artificial intelligence technologies in marketing, the potential risks of these technologies, and the necessity of adhering to ethical standards when using artificial intelligence technologies to protect them from misinformation and the exploitation of their data in non-transparent ways, pointing out that the “Charter for the Development and Use of Artificial Intelligence” of the UAE, which It was launched by the Office of Artificial Intelligence, Digital Economy and Remote Work Applications, last July, and aims to make the UAE a global center for developing artificial intelligence technologies in full compliance with applicable legislation and international agreements. It directed the necessity of… Enhancing confidence in smart applications by adhering to the principles of transparency, safety and privacy, and ensuring fair access for all segments of society to technology and its benefits.

Al Muhairi stressed the importance of concerned authorities adopting clear policies that ensure the use of artificial intelligence in marketing in responsible and ethical ways that respect the privacy and rights of individuals, especially since compliance with the principles of governance and ethics not only enhances confidence among consumers, but also contributes to building a fair and transparent technical environment.

He pointed out that transparency in marketing and adherence to ethical standards is the basis for building trust between consumers and companies, calling on all concerned parties to cooperate in order to achieve this goal, stressing that continuous awareness and strict legislation are the way to ensure a safe and reliable purchasing experience for consumers in the UAE.

The Chairman of the Board of Directors of the Emirates Consumer Protection Association also called for the adoption of Cabinet Resolution No. (11) of 2020, regarding the executive regulations of Federal Law No. (19) of 2016 regarding combating commercial fraud, as a framework to protect consumers from any misleading commercial practices that may exploit artificial intelligence. To achieve illegal gains by providing comprehensive consumer protection and ensuring that products comply with standards and regulations, which is an essential step in controlling violations that may harm consumer rights and market transparency.

In this regard, he pointed out that the Emirates Consumer Protection Association is constantly seeking to educate consumers about the potential dangers of using artificial intelligence technologies in marketing, through media campaigns and workshops aimed at educating consumers on how to protect themselves from digital deception, and to learn about the methods that may be used. To influence their purchasing decisions without their knowledge.

Al Muhairi identified four recommendations to protect consumers and avoid them falling into the trap of deep fake technologies, including verifying the reliability of sources of information and advertisements, especially those that appear unusually tempting, before making any purchasing decisions, in addition to awareness of rights and laws by educating consumers about their rights stipulated in the laws. Local information such as the Consumer Protection Law, the Anti-Commercial Fraud Law, and how to file complaints if they are exposed to any misleading practices.

Al Muhairi also called on consumers to continue education about modern technologies by encouraging them to learn about technical developments, and to understand how artificial intelligence techniques work in marketing, which helps them make more informed decisions, as well as to use technical tools to detect fake content by directing consumers to use applications and tools that It helps detect fake images and videos, which may be used in misleading advertisements.

The 4 recommendations

. Verifying the reliability of information sources and advertisements.

. Awareness of rights, laws, and how to submit complaints.

. Continuing education about technologies, and understanding how artificial intelligence works.

. Using technical tools to detect fake content.