Withdraw the unsupported phrase: What action best fits | AIGP
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Withdraw the unsupported phrase: What action best fits consumer-protection principles?

AIGP Understanding How Laws, Standards and Frameworks Apply to AI Easy

The unsupported bias-free statement should be withdrawn; disclaimers or relabeling do not substitute for substantiated marketing claims.

The question

A public-benefit administrator in the United States markets an AI intake tool as “bias-free.” Internal testing identifies unequal error rates across applicant groups, and no evidence supports the absolute marketing statement. What action best fits consumer-protection principles?

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  1. Replace “bias-free” with “AI-powered.”
    Renaming the tool does not address whether remaining capability or fairness claims are supported by evidence.
  2. Withdraw the unsupported phrase.
    Removing an unsupported bias-free claim avoids implying a capability or outcome that internal evidence does not substantiate.
  3. Keep the phrase and add a general disclaimer.
    A general disclaimer may not cure a prominent unsupported claim about bias performance, especially when testing shows unequal error rates.
  4. Advertise the phrase only for groups with equal error rates.
    Narrowing the audience without substantiating the revised claim may still mislead if the product’s broader context remains undisclosed.
The trap
A fairness claim needs supporting evidence; changing the product label or adding a disclaimer does not create that evidence.

How to remember it

The unsupported bias-free statement should be withdrawn; disclaimers or relabeling do not substitute for substantiated marketing claims.

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