As Generative AI reshapes the advertising landscape, practitioners are increasingly seeking clarity on how to harness its potential both responsibly and effectively. This Best Practice Guide, developed by the Online Advertising Taskforce’s AI in Advertising Working Group, provides practical, operational guidance to help ensure that GenAI tools are used safely, ethically and transparently.
Building on the foundational principles established by the ISBA/IPA, the guide addresses emerging risks such as bias, privacy concerns and consumer harm, while supporting advertisers in making informed, risk-based decisions about disclosure and oversight. Together, these principles offer a structured approach to fostering trust, accountability and high standards across AI‑enabled advertising.