ICAS supports global best-practice guidance on transparency in AI-generated marketing creative

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 advertising self-regulatory organizations from around the world.

As generative AI grows in marketing, this guidance offers brands clear principles and examples for deciding when to disclose AI use. It is also useful for global Self-Regulatory Organizations who are in the process of developing their own guidance.

The guidance addresses a rapidly evolving regulatory and consumer landscape and aims to support 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, it’s 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.

Read the press release of WFA here which includes useful information from WFA’s most recent research on AI.