New guide developed under the Government’s Online Advertising Taskforce provides practical recommendations for advertising practitioners
A Best Practice Guide for the Responsible Use of Generative AI in Advertising is now available, developed under the auspices of the Government and Industry-led Online Advertising Taskforce.
The voluntary guide provides UK advertising practitioners with practical recommendations for deploying Generative AI (GenAI) responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an Advertising-Association led expert working group, which includes industry leaders, Government officials, and the Advertising Standards Authority (ASA), building on and operationalising the ISBA/IPA 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.
We encourage everyone working in advertising to familiarise themselves with the principles to help embed best practice when using GenAI in advertising.
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