On Friday, the Advertising Council, in collaboration with industry stakeholders, unveiled 12 guidelines aimed at ensuring the ethical use of artificial intelligence (AI), ahead of the new European regulatory framework on AI that came into force last Saturday.
These self-regulation principles are designed as a “practical guide” for the industry to ensure responsible AI application and minimise risks of deception and manipulation.
The guidelines stipulate that AI use should always be under human supervision. “AI must serve as a tool to enhance human authenticity, originality, creativity, and operational excellence—rather than replace them.” This human oversight is essential to prevent manipulation of vulnerable groups, particularly children, by AI systems.
Transparency is another cornerstone of the guidelines. The industry recommends clear notification when content is generated or altered by AI, especially in cases involving real person images or virtual interactions.
Environmental impact is also a key consideration, calling for conscious AI use, and advertisers are encouraged to adopt an inclusive approach to prevent bias or discrimination.
The advertising sector aims to “lead the way in ethical AI use, favouring proactive self-regulation over mere compliance with legal obligations,” explained Advertising Council President Marc Frederix.
Rob Beenders, the Federal Minister for Consumer Protection, praised the initiative: “It is encouraging to see the industry proactively addressing these issues and taking responsibility by developing guidelines through the Advertising Council to ensure ethical and transparent AI use in advertising.”
The Advertising Ethics Jury (JEP) will be responsible for ensuring adherence to these guidelines.
