The UK Direct Selling Association renewed its industry standards campaign (first launched in January 2024), warning that AI tools make it easier for rogue operators to look legitimate with authentic-seeming product descriptions, earnings claims, and health content that may not be legally compliant. The association also flagged established businesses that have not yet adopted recognized Codes of Conduct, and it pointed to trading-standards capacity constraints as part of a growing risk of a "perfect storm" for consumers. Members must pass an audit against the Codes before joining and face ongoing monitoring; the association is urging consumers and prospective sellers to look for the DSA logo. Party-plan brands should treat AI-written field posts and captions the same way they treat earnings and product claims.
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