<h1>Legal risks of AI-driven mosquito repellent marketing: unsubstantiated health claims, AI transparency, data privacy and IP issues</h1> A consumer goods company launched an AI-driven marketing campaign promoting a mosquito repellent and framing it as part of a public-health effort to reduce dengue, using personalized, cohort-targeted storytelling. Legal issues include potential regulatory scrutiny for health and efficacy claims, substantiation of 'clinically proven' and 'effective' assertions, and compliance with advertising standards and consumer protection laws. Use of generative AI raises questions about transparency, attribution of AI-generated content, data privacy in cohort targeting, and intellectual property of generated narratives. Third-party endorsements and certification statements may require documentation; regulators could seek evidence supporting safety, testing, and the basis for public-health positioning.