The International Council for Advertising Self-Regulation (ICAS) welcomes the publication of new global best-practice guidance on transparency in AI-generated marketing creative, developed in collaboration with the World Federation of Advertisers (WFA) and ICAS members from around the world.
As the use of generative AI in marketing continues to grow, this guidance provides practical principles and real-world examples designed to help marketers determine when disclosure of AI use is appropriate and when it may not be necessary. It is also a useful resource for self-regulatory organizations around the world that are in the process of developing national labeling guidance.
The guidance addresses a rapidly evolving regulatory and consumer landscape and aims to support the responsible, transparent, and trustworthy use of AI in advertising.
Hilary Souter, President of ICAS, said:
“AI is transforming the way marketing content is created, offering significant opportunities for innovation and effectiveness. At the same time, its use raises important questions around transparency, trust and consumer protection.
ICAS worked with the WFA and our member organizations to develop practical guidance for responsible AI use and to enhance trust in self-regulation for emerging technologies.”
The guidance covers five areas of AI-generated creative: people and likeness, product images, audio, background visuals, and marketing copy, to help brands make appropriate disclosure decisions for consumers.
ICAS and WFA intend to keep the guidance under review as technology and regulatory frameworks continue to evolve.
ICAS members can download the new best-practice guidance on the Members’ Website here.
