Mango’s AI models were criticized as ‘false advertising’ amid fears of job losses

They are modeling a scary concept.

A major fashion brand that uses digitally-made models for its clothing ads has recently begun to face backlash for the industry-changing practice — just as it launched another AI campaign aimed at teenagers.

For Mango, already seeing its highest revenue in 40 years, the addition of AI models last summer is “about faster content creation,” its CEO, Toni Ruiz, told Bloomberg last month.

But customers aren’t buying it.

@marcos.angelides

We need to discuss how we define false advertising. If a mascara brand uses fake eyelashes in their ads, they’ll be in trouble, but if a pizza brand uses glue to look like melted cheese, it’s just prop design. The rules seem a bit inconsistent. The rise of Gen AI will force the industry to revise these definitions. Mango has just released an entire campaign using Gen AI, but how will it be viewed? Is the use of this technology simply a creative technique, like the application of photoshop, or is it false advertising because the model and the clothes they are wearing are not real? Right now, no one is sure. #mangoai #aiadvertising #falseadvertising #ainews #marketingnews

♬ original sound – Marcos Angelides

TikToker Marcos Angelides, who makes a series of videos on AI in advertising, started a debate over Mango’s practice in a clip with the hashtag #falseadvertising.

He delved into the gray areas surrounding the practice and engaged in backlash regarding the troubling thoughts of some commentators.

“So if a mascara brand uses fake eyelashes in an ad, they’ll get in trouble, but if a pizza brand uses glue to make cheese look cooler, it’s just seen as pop design,” he said. in the camera of “inconsistent” sets of rules.

Angelides said generative AI, used to create non-human models and ads, is bound to “redefine” how the industry should harness this technology.

“Is text just a creative tool, like Photoshop, or just a lens for advertising?” he asked.

“Or is it false advertising because the models and the clothes they’re wearing don’t really exist? Right now, nobody knows.”

Others expressed frustration that it could put people out of work.

“Another batch of creative work rejected,” one user quipped.

Beyond ethics, buyers shared their biggest quality concerns with AI models in the video comments.

“When I order clothes online, I look at the pictures to see how the actual clothes fit. AI pictures are completely useless for this,” one commented, while another said the idea was “so wrong”.

“So potentially what you get could be and fit completely differently, I think that leaves them open to a lot of complaints,” wrote another.

Angelides responded to that comment and cited that consumer protection laws are in place, “and that includes buyers who expect products to reflect advertising.”

Legal or not, many TikTok users suggested a way for customers to take back control and make companies respect consumer standards.

“Just don’t buy from Mango [until] they ban this,” one commented while another called for a “boycott”.