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Thu, 07 May 2026

Thu, 07 May 2026 The AI fitness instructors selling unreal gains

A BBC Sport investigation finds misleading adverts for fitness apps that use AI-generated instructors to make exaggerated claims.

* Many social media fitness videos feature AI-generated characters making unrealistic claims about weight loss and body transformation.
* These ads often breach UK advertising rules by failing to clearly disclose that the models or instructors are not real people.
* The use of AI in fitness advertising has increased significantly, with many companies using algorithms to generate content endlessly.
* Experts warn that this trend can be misleading and damaging, particularly for young people who may have unrealistic expectations about their own bodies.
* Some adverts claim that users can achieve dramatic weight loss or body transformation in just a few weeks, which is scientifically implausible.
* The Advertising Standards Authority (ASA) has received over 300 complaints involving AI-generated advertising in the past year and is taking steps to educate advertisers about their responsibilities.
* Social media companies say they label AI-generated content, but many examples were found where disclaimers were hidden or missing.
* Users are calling for an option to opt out of AI-generated content entirely, but social media companies have not confirmed whether this is under consideration.