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Aipedia: Event and wedding planners
Planners must not publish AI-generated reviews or testimonials, and AI-made portfolio images must not mislead couples about what the planner has actually delivered. These are the AI rules with the clearest official guidance for the sector, and enforcement sits with the CMA.
Part of: AI in Event and wedding planners
In short
Planners use AI to create styled images, write website copy, draft testimonials and summarise reviews. The CMA's fake reviews guidance (CMA208, 4 April 2025) explains the ban in DMCC Act 2024 Schedule 20 paragraph 13 and confirms it covers reviews generated by software such as bots. AI review summaries may need correcting, and traders who publish reviews must take reasonable and proportionate steps to prevent banned reviews. CMA207 covers misleading images and claims. Regulatory action is generally outside PI, which is designed for client negligence claims.
Marketing may be where planners first use AI. Typical uses include:
Each of these can drift into misleading couples about what the planner has done or what an event will look like.
The CMA's Fake reviews guidance (CMA208) explains the banned practice in DMCC Act 2024 Schedule 20 paragraph 13. The points most relevant to planners using AI are these:
In practice, an AI-written testimonial attributed to a real or invented couple is a fake review. Rewriting a genuine review so that it says more than the client did is also risky.
The CMA's unfair commercial practices guidance (CMA207) covers misleading actions and omissions. An AI-generated image presented as a past event, or a styled scene that suggests effects the planner cannot deliver within a typical budget, may give couples a false impression. AI-written claims about experience, awards or the number of events managed carry the same risk. Whether to tell clients about AI more generally is covered in telling couples and clients you use AI.
Illustrative scenario. A planner's website shows AI-generated images of lavish receptions captioned as "recent weddings", alongside testimonials an AI tool wrote from short notes. A couple books on the strength of the portfolio. Their event looks very different, and when they discover the images were not real events they complain to Trading Standards and dispute the planner's fee. The complaint leads to questions about the testimonials too.
PI is designed to pay compensation and defence costs when a client claims the planner was negligent in providing professional services. CMA or Trading Standards enforcement about marketing is not usually a claim of that kind. Fines and penalties are commonly excluded, and in some cases may not be insurable at all; see are fines and penalties covered by PI. Some policies offer limited cover for the costs of responding to an investigation, so check the wording.
A couple's claim that they were misled may also be framed as misrepresentation rather than negligence, and PI wordings vary in how they treat that. Deliberate conduct, such as knowingly publishing fake reviews, is commonly excluded. For a fuller view, see does event planners' PI cover AI mistakes.
A simple marketing policy keeps a planner on the right side of CMA208 and CMA207:
Apex arranges PI for event and wedding planners and can explain where marketing complaints fall under your policy. See AI in event and wedding planning, the rules on AI for event planners explained and AI chatbots for enquiries.
Light formatting is lower risk, but rewriting a review so it says more than the client did can make it misleading. CMA208 treats a review that is not based on a person's genuine experience as fake. Keep the client's own words and record their consent.
You can, but they should not mislead couples. Label them as concept or illustrative images and do not present them as past events. CMA207 explains how misleading actions and omissions are assessed.
Usually not. Fines and penalties are commonly excluded from PI and may not be insurable, and deliberate conduct is often excluded too. PI is designed for client negligence claims, not regulatory enforcement about marketing.
CMA208 says traders who publish reviews must take reasonable and proportionate steps to prevent and remove banned reviews and misleading review information, and that publishers need a clear policy and a risk assessment. For a small planning business, a short written policy on how reviews are collected, checked and displayed is a sensible minimum.
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