11 Regulatory Bodies. No Unified Verification.
Across the US, UK, and EU, advertising compliance is enforced by a patchwork of agencies. Each has its own jurisdiction, its own AI guidance, and its own enforcement approach. None share a common verification standard.
United States
Federal Trade Commission
Primary federal agency enforcing truth-in-advertising laws across all industries and media.
"Operation AI Comply" (2024) ftc.govNational Advertising Division
Industry self-regulatory body reviewing ad claims. Refers non-compliant companies to the FTC.
AI claims: top priority 2025 bbbprograms.orgFederal Communications Commission
Regulates telecommunications, robocalls, and broadcast advertising under the TCPA.
AI voices under TCPA (2024) fcc.govFood & Drug Administration
Regulates advertising of prescription drugs, medical devices, and dietary supplements.
AI device guidance (2025) fda.govSecurities & Exchange Commission
Regulates marketing by investment advisers, broker-dealers, and public companies.
"AI washing" enforcement (2024) sec.govConsumer Financial Protection Bureau
Enforces consumer protection in financial services, including AI-driven marketing and automated decisions.
AI credit decision guidance consumerfinance.govFinancial Industry Regulatory Authority
Self-regulatory body overseeing broker-dealer communications. Pre-approves certain ad categories.
GenAI guidance (2026) finra.orgUnited Kingdom
Advertising Standards Authority
The UK's independent ad regulator. Keeps advertising "legal, decent, honest and truthful" across all media.
AI scam ad monitoring, deepfake detection asa.org.ukCommittee of Advertising Practice
Writes and maintains the UK Advertising Codes that the ASA enforces.
Two-Question Test for AI disclosure asa.org.uk/codesEuropean Union
European Advertising Standards Alliance
Coordinates advertising self-regulation across 44 member organisations in Europe.
AI ethics best practice guide (2026) easa-alliance.orgEuropean Commission
Authored the EU AI Act, the world's first comprehensive AI regulation. Enforces the Digital Services Act.
AI-generated content must be labelled EC AI Policy
The Building Blocks Already Exist
These non-profit organisations have built the open standards for verifying digital content provenance. The proposed solution builds directly on their work.
Coalition for Content Provenance and Authenticity
Creates "Content Credentials," cryptographic provenance metadata embedded in media files. Think nutrition labels for digital content, verifying origin and edit history.
400+ members including Adobe, Google, Meta, OpenAI, Microsoft c2pa.orgInternational Press Telecommunications Council
Created the Digital Source Type vocabulary, the standard way platforms label AI-generated content. When Meta, Google, or Microsoft tag an image as AI-made, they use IPTC's system.
AI metadata properties added in v2025.1 iptc.orgProject Origin
Founded by the BBC, Microsoft, CBC, and The New York Times. Pioneered cryptographic provenance for news content. Merged with Adobe's CAI to create C2PA in 2021.
Now continues as IPTC Media Provenance IPTC Media Provenance
This Model Has Already Worked
Seven years ago, LegitScript used the same public-private partnership approach to become the mandatory compliance gatekeeper for regulated advertising across every major platform.
LegitScript LLC
Portland, Oregon. Founded 2007. ~201 employees across 5 continents.
LegitScript provides certification and monitoring for high-risk advertising industries. Founded by a former White House drug policy aide, the company sits between government regulators, major tech platforms, and regulated businesses.
Platforms like Google and Meta contract with LegitScript to vet advertisers. The FDA partners with them to monitor regulated products. Businesses pay for certification to unlock advertising access. A three-sided model that made LegitScript the mandatory compliance gatekeeper.
The Addiction Treatment Model
LegitScript created a 15-criteria certification for treatment providers. In July 2018, Google required it for all US addiction treatment advertising. Meta and Microsoft followed. One company became the single compliance gatekeeper for an entire vertical.
Platform Partners
Growth Timeline
Apply the Same Model to AI Video
The regulators set the rules. The standards bodies built the infrastructure. LegitScript proved the business model. Now apply it to AI-generated advertising.
The AI Advertising Compliance Seal
A verifiable barcode seal for every AI video registered through the system.
A barcode seal on every AI video, providing verifiable data on claims, the client, and the publisher. Built on C2PA's Content Credentials, it embeds cryptographic provenance directly into the video file.
How It Works
Register
AI video content is submitted to the platform with accompanying claim data, client information, and publishing entity details.
Verify
Claims are checked against relevant regulatory standards (FTC, ASA, EU AI Act). Client credentials and licences are validated.
Seal
A C2PA-compliant Content Credential is embedded in the video file. A scannable barcode seal is generated for visible display.
Monitor
Ongoing compliance monitoring ensures continued adherence to standards. Seal status can be revoked if compliance lapses.
The same model that made LegitScript the mandatory gatekeeper: platform adoption creates the requirement, certification creates the revenue, monitoring creates recurring value.