A UK regulator has banned an advertisement for an artificial intelligence photo editing app. The decision followed concerns about a claim that users could “remove anything” from images.

The regulator said the advert condoned “digitally altering and exposing women’s bodies without their consent.” It found that the claim could encourage the misuse of the technology. The ruling means the advert must not appear again in its current form.

The case highlights ongoing concerns about how AI image tools are promoted and used. Regulators have warned that such technology can be misused to manipulate images of people without permission. The watchdog said companies must ensure their marketing does not encourage harmful or irresponsible behaviour.