PETALING JAYA: Concerns are increasing that AI-generated wellness advertisements are giving rise to unrealistic expectations, misleading claims and potential scams, with experts calling for greater transparency and accountability.
MOVE Private Fitness Studio general manager David Enghuat said AI advertisements have made it easier and cheaper to create unrealistic expectations of fitness results.
He said this includes AI bodies that combine proportions which may not even be humanly achievable, and repeated exposure could distort perceptions of what is normal or even possible.
“Repeated exposure can worsen body dysmorphia among the public, making people feel inadequate due to believing someone online is more attractive, causing people to begin fixating on the outcome instead of the evidence of their labour.
“Fitness should be about becoming stronger, improving quality of life and extending our health span, not chasing artificial images.”
Enghuat said these advertisements could make proven approaches involving training, nutrition, sleep, stress management and recovery appear frustratingly slow.
This will then make it harder for gym instructors, as people, especially youths, whom these AI advertisements primarily target, arrive at the gym with unrealistic expectations.
He reminded the public that genuine improvements in energy, mood, movement and confidence usually emerge within weeks of beginning a workout routine, with visible physical changes usually taking at least two to three months.
Enghuat said that those creating AI-generated advertisements, the images, videos, claims and testimonials should be clearly labelled as being made with AI.
“The real issue isn’t the technology, it is the deception,” he added.
Lawyer James Ee Kah Fuk said some AI-generated advertisements could be part of deliberate scams targeting consumers using fake logos and names.
“I don’t think any legitimate wellness centre owner will use AI to create fake advertisements; often, these advertisements are being carried out by scammers.
“This is a clear-cut case of cheating under Section 420 of the Penal Code.
“It is key that advertisement platforms do verification on the AI ads before allowing them to be advertised on their platforms to avoid victims falling prey to such scams,” added Ee.
Aesthetician Linda Tan said ads using AI models can be misleading and distort’ expectations.
“Usually there is some bruising and redness after certain procedures or massage therapy such as the deep tissue massage, and the result is rarely flawless.
“But AI models are always flawless, which may not be achievable for human skin,” she said, adding that it is more ethical to use human models than AI for advertisements.
“There should be a law to govern such practices and potentially categorise AI as false advertising in some cases.”
Public health expert Prof Dr Sharifa Ezat Wan Puteh of Universiti Kebangsaan Malaysia said AI in wellness was a new development combining technology with health.
She said this included health-tracking gadgets, apps and software monitoring blood pressure (BP), glucose, heart rate, oxygen saturation and calories burnt.
“However, there are also risks involved such as data privacy, where data might be leaked or tampered with; inaccurate data provision, for example, a higher BP level than the actual reading; and inaccurate advice.
“Apps might also not take into account consumers’ medical history, mental health conditions, existing medical conditions or incompatible drugs.”
