Advertising industry AI guidance issued
Developed by the government’s online advertising taskforce’s AI in advertising working group, the guidance, announced at the AA’s Lead conference today ( 5th February), focuses on eight principles for responsible generative AI use.
According to the AA, the guidance provides ‘a flexible framework for AI governance’ that complements existing laws, including UK GDPR and the Equality Act, and aligns with ASA codes.
Adherence to the principles is voluntary, with the AA inviting advertising and marketing practitioners to consider adopting and applying them.
The AA said the document builds on the ISBA/IPA principles for the use of generative AI in advertising published in 2023.
Stephen Woodford, chief executive, 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.”
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