The FTC is looking at “AI-Washing,” so make your claims bulletproof.
July 25th, 2025
The gist.
“AI-washing” is when companies overstate or misrepresent what their AI can actually do — similar to “greenwashing” in sustainability claims.
The FTC has begun warning and taking action against marketers who make vague, exaggerated, or unsubstantiated AI claims.
For agencies, this means you need to ensure your own messaging and your clients’ messaging about AI is specific, honest, and backed up with evidence.
Why this matters for agencies.
You could be held responsible if you promote client claims that are misleading.
A single misleading statement can damage trust, spark negative press, and trigger regulatory scrutiny.
Clients will increasingly look to you for guidance on safe AI marketing language, making this an opportunity to be the trusted voice of reason.
How to fortify your AI claims.
Be specific — Explain exactly what AI does in your product or service (e.g., ”AI suggests email subject lines based on past open rates,“ not ”AI revolutionizes email marketing”).
Substantiate with proof — Have documented testing, data, or case studies that show the AI works as claimed.
Avoid absolutes — Don’t use ”100% accurate,“ ”guaranteed results,” or similar blanket promises.
Explain limitations — Tell people where AI might not perform perfectly and what safeguards are in place.
Keep a human in the loop — Show how humans review, approve, or override AI outputs.
Agency checklist.
Review all marketing materials, ads, and landing pages for AI-related language.
Ask clients to share their proof or testing for any AI claims and document it.
Create a shared “AI claims playbook” with example phrases to use and avoid.
Train account managers and copywriters on FTC guidelines and risk triggers.
Update contracts to clarify client responsibility for the accuracy of claims.
