---
title: "Featured in The Drum: Do ads have to be real?"
description: Marketing execs discuss the rise of not-quite-real ads, including deepfakes, and the concerns they raise for advertisers. Read industry experts' opinions in The Drum.
image: https://www.nucco.co.uk/hubfs/untitled_design_-_2023-07-13t132527.337-1.avif
---

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# Featured in The Drum: Do ads have to be real?

![untitled_design_-_2023-07-13t132527.337](https://www.nucco.co.uk/hubfs/untitled_design_-_2023-07-13t132527.337.avif)

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**Marketing execs weigh in on viral tricks and fakes.**

 

Maybelline's "fake" oversized mascara wand, followed by Orange's World Cup AI deception, signal the emergence of not-quite-real ads, with deepfakes looming on the horizon.

The prevalence of these kinds of techniques raises concerns for advertisers. The Drum recently asked industry experts, including our very own [Alistair Robertson](https://www.linkedin.com/in/ACoAAADOrA4BAZ4XJr_Bnn_w72UjjMJD0lfj83o?lipi=urn%3Ali%3Apage%3Ad_flagship3_company_admin%3B2ks905%2F%2BTTOZoqVSMU7NRQ%3D%3D), their opinion on whether caution is warranted.

 

Read [here](https://www.thedrum.com/news/2023/07/24/do-ads-have-be-real-marketing-execs-weigh-viral-tricks-and-fakes?utm_content=258351434&utm_medium=social&utm_source=linkedin&hss_channel=lcp-3123556).

 

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