Advertising sector creates guidelines for AI use: putting people and transparency first
The Advertising Council, together with the broader advertising sector, launched twelve guidelines on Friday for the ethical use of artificial intelligence (AI). These include the prioritisation of people and privacy, the crucial importance of transparency around AI use, the protection of vulnerable groups and the need to address environmental impact.
Guess campaign sparks debate
At the end of last month, clothing brand Guess sparked controversy after launching an advertising campaign featuring an AI-generated model in the American fashion magazine Vogue. Critics accused the brand of promoting unrealistic beauty standards and undermining efforts to increase diversity in the industry.
Belgium aims to lead ethically
In Belgium, the sector aims to be "a proactive leader in ethical AI adoption" to mitigate risks such as deception and manipulation and to protect consumers, explained Marc Frederix, chairman of the Advertising Council. He therefore developed the guidelines. The initiative also anticipates the new European framework on AI, which came into effect on 2 August.
The agreement stated that people must remain central. AI should serve as a tool to enhance human authenticity, originality, creativity and operational excellence, not to replace them, it says.
Privacy must also be paramount. For example, personal data may only be used with consent, and it must be clearly explained for what purpose, why and under what conditions it is used.
Transparency is another key principle. It must, for instance, be explicitly stated when images of people are generated by AI.
Vulnerable groups, such as children, must be protected by not targeting them. Attention must also be paid to the environmental impact by consciously using AI, and advertisers are urged to think and act inclusively to avoid bias.
Sector-wide collaboration
The guidelines were developed in collaboration with all major sector organisations, including UBA, ACC, BAM and UMA, and incorporate principles from legislation and existing charters. They are intended as practical guidance for everyone involved in advertising, from brands to technology providers. The Jury for Ethical Practices (JEP) will monitor compliance with the guidelines, particularly in relation to transparency and consent.
Consumer protection minister Rob Beenders supports the initiative. "Artificial intelligence opens up new opportunities for advertisers, but also poses risks for consumers, such as misleading practices or undue influence," he responds. "First and foremost, it's crucial that existing legislation is also complied with in this new context. It's also encouraging to see the sector reflecting on its own responsibility."
© JONATHAN NACKSTRAND / AFP
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