The UK advertising industry has this morning set out eight ground rules for generative AI, as agencies and brands race to adopt the technology while regulators watch closely.
The Advertising Association has published a new Best Practice Guide for the Responsible Use of Generative AI in Advertising, developed under the Government and industry-led Online Advertising Taskforce.
The voluntary guide is designed to give advertisers, agencies and media owners practical direction on how to use GenAI responsibly – at a point where AI-generated content, targeting and automation are already becoming embedded across creative, media and performance teams.
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Rather than introducing new regulation, the guide translates existing principles into day-to-day actions, covering areas such as transparency, data use, bias, human oversight and brand safety. It also aligns with existing UK law, including GDPR and the Equality Act, as well as the codes that underpin the UK’s advertising self-regulatory system.
Crucially for smaller agencies and independents, a separate SME version has also been published, taking a more proportionate approach to help businesses adopt AI tools without creating unnecessary compliance burden.
The work builds on the ISBA and IPA’s generative AI principles published in 2023 and was developed by a cross-industry working group including advertisers, agencies, media owners, tech companies and the Advertising Standards Authority.
Rt Hon Ian Murray MP, Minister for the Creative Industries, said: “I am pleased to see the publication of this timely industry-led guide, which is a key output of the Online Advertising Taskforce’s AI Working Group. This work supports the Government’s ambitions to ensure advertising remains trusted and makes the most of the opportunities AI can offer, helping the sector innovate responsibly.”
Stephen Woodford, CEO of the Advertising Association, said: “This new guide is designed to support responsible adoption of AI in advertising to ensure that the work of our industry can continue to be trusted by the public. In the words of the ASA, all advertising must be ‘legal, decent, honest and truthful’ and it must remain so as our industry embraces AI and the many benefits it can bring. I want to thank our industry experts who contributed to this guide. I encourage advertising practitioners to adopt and apply the principles in this guide, and to input into future iterations.”
Mark Lund OBE, Deputy Chair of the Online Advertising Taskforce, added: “I am delighted to welcome this Best Practice Guide for the Responsible Use of Generative AI in Advertising. Developed collaboratively by a sub-group of the Taskforce containing advertisers, agencies, media and tech companies, this accessible guide provides practical tools to help practitioners navigate the opportunities and challenges of Generative AI, whilst upholding the standards that are the foundations of consumer trust.”
The guide contains eight core principles for responsible use of GenAI in advertising:
- Ensuring Transparency – Practitioners are encouraged to determine disclosure of AI-generated or AI-altered advertising content using a risk-based approach that prioritises prevention of consumer harm.
- Ensuring Responsible Use of Data – When using personal data for GenAI applications including model training, algorithmic targeting and personalisation, practitioners need to ensure compliance with data protection law whilst respecting individuals’ privacy rights.
- Preventing Bias and Ensuring Fairness – Practitioners can help prevent discrimination by designing, deploying, and monitoring GenAI systems to ensure fair treatment of all individuals and groups.
- Ensuring Human Oversight and Accountability – Implement appropriate human oversight before publishing AI-generated advertising content, with oversight levels proportionate to potential consumer harm.
- Promoting Societal Wellbeing – Avoid using GenAI to create, distribute, or amplify harmful, misleading, or exploitative advertising content. Where possible, leverage AI to enhance consumer protection and advertising standards.
- Driving Brand Safety and Suitability – Assess and mitigate brand reputation risks from AI-generated content and AI-driven ad placement, ensuring GenAI systems align with your brand values and safety standards.
- Promoting Environmental Stewardship – When selecting GenAI tools and approaches, consider environmental implications alongside business objectives, favouring energy-efficient options where practical.
- Ensuring Continuous Monitoring and Evaluation – Implement ongoing monitoring of deployed GenAI systems to detect performance issues, bias drift, compliance gaps, or other concerns requiring intervention.
