Marketers have long used endorsements and testimonials in their ads. Even though it goes by multiple names, this is a playbook dating back centuries. You have something to sell. You borrow the trust of a known personality. You sell more product.
For years, influencer marketing and user-generated content (UGC) have been widely considered a brand’s best hopes of going viral. Preferably for the right reasons.
AI adoption has introduced a new wrinkle to this practice in that it’s easier than ever to create these kinds of ads at scale and cost-effectively. And the debate around its usage and governance is quickly becoming a heated topic.
As a marketing professional, I have a very strong, unwavering opinion on the topic of leveraging AI-generated content in promoting your services… just don’t.
Regulatory and legal consequences
As innately curious beings wielding new tech, we’ll often make one discovery and immediately ask, “If it can do this, I wonder if it can do… that?” Fair question. One to which I might respond, “How well versed are you on federal and state guidelines that already exist and are enforceable?”
In 2024, the FTC finalized and enacted1 a rule that prohibits the use of fake and AI-generated reviews, client testimonials or endorsements.
“But James, we’d never use AI to make up fake reviews. We already have 1,000’s to choose from.”
Good. Were you also aware that this rule applies to endorsements created by a third-party that’s later discovered to be a fake account or a bot? Further, the argument “we didn’t know” will be a tough case to make because the regulation includes “should have known.” This alone should underscore the need to audit your online reputation relentlessly.
Two other regulations to consider are the MAPS Rule2 and UDAAP3. Both cover public communications specifically related to mortgage products4 including voice, written text, images or video content-based advertisement. Further, these rules cover both overt deception and implied deception. Mess these up, and you’re not only answering to the FTC, but to the CFPB5 as well.
Additionally, State legislators have made it clear they will not wait for the feds to lead the way and are acting now on AI and consumer protection.
How up-to-speed are you on the regulatory changes taking place in states where you operate?
- New York6: Starting June 9, 2026, NY requires the disclosure of AI-generated actors (e.g., “synthetic performers”) in advertisements.
- California7: August 2, 2026, CA will require that AI-generated content contain a visible tag as well as invisible background data (metadata) that’s detectable electronically.
- Tennessee: Since July 2024, the state has instituted a rule that AI voice clones without consent are a criminal misdemeanor. Violations are potential jail time plus fines.
Additional state-specific regulations are either on the books, pending deliberation and votes or in the proposal stages. So, it’s safe to assume that the regulatory environment will continue to be more explicit.
Financial exposure
Decisions become a higher-stakes game when the consequences for the wrong path impact your cash flow.
If you had $50K available, what would you invest in to improve your business? Better yet, who would you be able to hire to fill a gap in your operations to drive greater revenue?
What if that $50K had to be committed to covering a fine from a regulator instead? That’s the crossroads executives face when choosing between easy and smart.
Penalties for violating the FTC’s Consumer Review Rule are $51,744 per violation. Now, multiply that number by the total quantity of content you run and the math starts spiraling quicker than you can say “Marry the house, date the rate.”
Just ask Growth Cave about their $48.6 million judgment8 earlier this year, which forced them to liquidate assets (both corporate and personal) and prohibited them from marketing activities.
What to do about it…
Fines are quantifiable, but if that’s not enough to dissuade a company from being careless about the regulations, there’s another consequence to consider.
Your brand.
More specifically, your brand equity. A federal or state injunction becomes a part of the public record and, thereby, discoverable to any potential client.
Everyone knows AI is a very powerful tool. Using it publicly, especially in marketing and advertising, brings a new set of constraints that must be clearly defined. Here’s what you can do to avoid the traps:
- Audit your content rigorously, and not just AI content either. Nothing beats feedback from a team of humans aligned on what’s permissible and beneficial.
- Pressure-test your vendors’ processes and liability exposure. Especially if you use a vendor for lead-generation (TCPA compliance, anyone?).
- Get your compliance and marketing teams in the same room often to cover your policies concerning the proper use of AI-generated content. One rogue LO doing their own thing can get you in the same trouble as a corporate asset.
- Know the rules in every state where you are licensed to do business. It’s rapidly evolving, and a marketing division of a couple people is not sufficient to keep up with the changes.
Trust is one of the hardest things to earn with consumers, and when it’s broken, you’re not getting it back. If you survive the fines, the loss of brand equity – and what you claim to stand for – will be the final straw that shutters your doors.
James Duncan is the Founder of Caelum Advisers, a consultancy that helps
mortgage lenders and financial brands clarify who they want to reach, what they
need to say, and which channels should carry that message.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: [email protected].
Sources:
- https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
- https://www.ecfr.gov/current/title-12/chapter-X/part-1014
- https://www.goodwinlaw.com/en/insights/publications/2024/10/insights-finance-ftec-double-clicking-on-innovation-in-consumer
- https://www.activecomply.com/compliance-resources/understanding-the-map-rule-regulation-n-and-mortgage-advertising
- https://www.consumerfinance.gov/about-us/blog/cfpb-has-entered-the-chat/
- https://www.dglaw.com/ai-legal-updates-synthetic-performer-transparency-state-federal-conflict/
- https://www.bakerbotts.com/thought-leadership/publications/2026/january/us-ai-law-update
- https://www.ftc.gov/news-events/news/press-releases/2026/01/ftc-secures-settlement-banning-growth-cave-defendants-marketing-selling-business-opportunities
