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Markey questions OpenAI about ‘deceptive advertising’ in ChatGPT | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Sen. Markey questions OpenAI about ‘deceptive advertising’ in ChatGPTComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsAICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AIPolicyClosePolicyPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All PolicySen. Markey questions OpenAI about ‘deceptive advertising’ in ChatGPTAdvertising embedded in chatbots ‘raises significant concerns for consumer protection, privacy, and the safety of young users,’ Markey says.Advertising embedded in chatbots ‘raises significant concerns for consumer protection, privacy, and the safety of young users,’ Markey says.by Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothJan 22, 2026, 9:30 PM UTCLinkShareGiftImage: The VergeEmma RothCloseEmma RothPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.Sen. Ed Markey (D-MA) is pressing OpenAI about its move to bring ads to ChatGPT, and is asking several other companies whether they have similar plans. In letters to the CEOs of OpenAI, Anthropic, Google, Meta, Microsoft, Snap, and xAI, Markey writes that embedding ads into AI chatbots “raises significant concerns for consumer protection, privacy, and the safety of young users.”OpenAI will start testing ads for free ChatGPT users in the coming weeks, and they’ll appear in the form of “sponsored” products and services at the bottom of conversations with the chatbot. The company says it will surface ads relevant to your chat, though it won’t show them to users under 18, or during conversations related to physical health, mental health, or politics.Even with these safeguards in place, Markey says the addition of ads in ChatGPT and other AI platforms “represents a significant, and potentially dangerous transformation” in the ad industry, as a user’s “emotional connection” to the chatbot could allow companies to “prey on the very relationships their systems have fostered.” Markey also points to OpenAI’s statement that “conversational interfaces create possibilities for people to go beyond static messages and links,” potentially making it harder for someone to recognize what is and isn’t an ad in the future.Markey brings up potential privacy risks as well, saying that AI companies must not use an individual’s “personal thoughts, health questions, family issues, and other sensitive information” for targeted advertising. And while OpenAI says it won’t show ads when users are talking about sensitive topics, Markey calls into question whether the company will still use this information to personalize ads in subsequent chats.“AI companies have a responsibility to ensure that AI chatbots do not become another digital ecosystem structured to covertly manipulate users,” Markey writes. 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Senator Markey has initiated an inquiry into OpenAI’s introduction of advertising within ChatGPT, raising significant concerns regarding consumer protection, privacy, and the potential for manipulation, particularly amongst younger users. The core of Markey’s argument rests on the evolving nature of AI interfaces, specifically conversational chatbots, and the ways in which this technology could be leveraged for targeted advertising. The senator’s scrutiny focuses on the potential for a fundamental shift in user relationships, where a pre-existing emotional connection fostered by the chatbot could be exploited for commercial gain. Markey highlights the possibility of companies exploiting this connection to deliver persuasive advertising, suggesting this represents a “dangerous transformation” in the ad industry.

A key element of Markey’s concern is OpenAI’s stated safeguards, including restrictions on advertising to users under 18 and limitations on advertising in conversations related to sensitive topics such as health or politics. However, the senator questions whether these measures are sufficient, pointing out that the AI’s ability to create conversational interfaces allows for “possibilities for people to go beyond static messages and links,” potentially making it more difficult for users to recognize advertisements as such. Markey expresses worry about OpenAI’s potential to utilize user data, gleaned from these conversations, for subsequent, personalized advertising.

The senator’s letter to OpenAI, along with those sent to other AI companies like Anthropic, Google, Meta, Microsoft, Snap, and xAI, demands a detailed response to his inquiries by February 12th. He is seeking assurance that these companies are prioritizing user protection and are actively mitigating the risks associated with advertising within conversational AI systems. Markey’s investigation underscores a broader debate concerning the ethical implications of increasingly sophisticated AI technologies and the need for robust regulatory frameworks to safeguard consumers. The focus is on ensuring these technologies are deployed responsibly and do not compromise user trust or well-being.