IPA welcomes guide for the responsible use of generative AI in advertising

The voluntary guide provides UK advertising practitioners with practical recommendations for deploying generative AI responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an expert working group, which includes industry leaders and the Advertising Standards Authority (ASA), building on and operationalising the IPA/ISBA Principles for the use of generative AI in advertising published in 2023.

The guide focuses on eight principles for responsible use and translates them into clear, actionable steps. This enables advertisers, agencies and media owners to harness AI’s transformative potential while safeguarding consumer trust, ethical standards and innovation.

The principles cover transparency, data use, fairness, human oversight, harm prevention, brand safety, environmental considerations and continuous monitoring. Together, they provide a flexible framework for AI governance that complements existing UK laws, including UK GDPR and the Equality Act, and aligns with the codes underpinning the ASA’s co- and self-regulatory system.

The core principles for responsible use of GenAI in advertising are:

1. Ensuring transparency: Practitioners are encouraged to determine disclosure of AI-generated or AI-altered advertising content using a risk-based approach that prioritises prevention of consumer harm.
2. Ensuring responsible use of data: When using personal data for GenAI applications, including model training, algorithmic targeting and personalisation, practitioners need to ensure compliance with data protection law whilst respecting individuals' privacy rights.
3. Preventing bias and ensuring fairness: Practitioners can help prevent discrimination by designing, deploying, and monitoring GenAI systems to ensure fair treatment of all individuals and groups.
4. Ensuring human oversight and accountability: Implement appropriate human oversight before publishing AI-generated advertising content, with oversight levels proportionate to potential consumer harm.
5. Promoting societal wellbeing: Avoid using GenAI to create, distribute, or amplify harmful, misleading, or exploitative advertising content. Where possible, leverage AI to enhance consumer protection and advertising standards.
6. Driving brand safety and suitability: Assess and mitigate brand reputation risks from AI-generated content and AI-driven ad placement, ensuring GenAI systems align with your brand values and safety standards.
7. Promoting environmental stewardship: When selecting GenAI tools and approaches, consider environmental implications alongside business objectives, favouring energy-efficient options where practical.
8. Ensuring continuous monitoring and evaluation: Implement ongoing monitoring of deployed GenAI systems to detect performance issues, bias drift, compliance gaps, or other concerns requiring intervention.

Commenting on the guide, IPA Director of Legal & Public Affairs Richard Lindsay, said:

"The IPA, with ISBA, created the original set of Industry AI Principles back in 2023 to help frame the ethical use of AI in advertising. We were, therefore, pleased to contribute to this Best Practice Guide through the Online Advertising Taskforce. The guide balances innovation with clear expectations around responsibility, transparency and oversight, and we encourage agencies to use its principles as they adopt AI responsibly."

Alongside the full guide, a SME version has also been published. This takes a more proportionate approach, focusing on the principles most relevant to small businesses to help make implementation easier.

Other industry commentary:

Rt Hon Ian Murray MP, Minister for the Creative Industries, said:

“I am pleased to see the publication of this timely industry-led guide, which is a key output of the Online Advertising Taskforce’s AI Working Group. This work supports the Government’s ambitions to ensure advertising remains trusted and makes the most of the opportunities AI can offer, helping the sector innovate responsibly.”

Stephen Woodford, CEO, 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. I want to thank our industry experts who contributed to this guide. I encourage advertising practitioners to adopt and apply the principles in this guide, and to input into future iterations."

Mark Lund OBE, Deputy Chair of the Online Advertising Taskforce, said:

“I am delighted to welcome this Best Practice Guide for the Responsible Use of Generative AI in Advertising. Developed collaboratively by a sub-group of the Taskforce containing advertisers, agencies, media and tech companies, this accessible guide provides practical tools to help practitioners navigate the opportunities and challenges of Generative AI, whilst upholding the standards that are the foundations of consumer trust.”

The Best Practice Guide has been developed to provide greater clarity on responsible GenAI use, including how to tackle risks such as bias and privacy concerns. The principles also promote environmental stewardship by encouraging users to consider energy-efficient AI choices and advocating the use of GenAI in ways that support societal wellbeing.

All advertising and marketing practitioners are invited to consider adopting and applying these voluntary principles in their businesses. Feedback is welcome to ensure the content remains relevant and effective, with regular reviews planned to stay in line with developments in technology, regulation and industry practice.