IPA Welcomes Guide for the Responsible Use of Generative AI in Advertising
The IPA has introduced a voluntary guide aimed at providing UK advertising practitioners with practical recommendations for the responsible deployment of generative AI. This initiative helps organizations navigate the opportunities of AI while mitigating potential risks. Developed collaboratively by an expert working group, the guide builds on the IPA/ISBA Principles for the use of generative AI in advertising, published in 2023.
Key Principles for Responsible Use
The guide outlines eight principles for responsible use, translating them into clear, actionable steps:
- Ensuring Transparency: Practitioners should disclose AI-generated or AI-altered advertising content using a risk-based approach that prioritizes consumer safety.
- Responsible Use of Data: Compliance with data protection laws is crucial when using personal data for generative AI applications, ensuring respect for individuals’ privacy rights.
- Preventing Bias and Ensuring Fairness: Design, deploy, and monitor generative AI systems to ensure fair treatment of all individuals and groups, preventing discrimination.
- Human Oversight and Accountability: Implement appropriate human oversight before publishing AI-generated advertising content, proportional to potential consumer harm.
- Promoting Societal Wellbeing: Avoid creating harmful or misleading content with generative AI, and leverage AI to enhance consumer protection.
- Driving Brand Safety: Assess and mitigate brand reputation risks from AI-generated content and placements, ensuring alignment with brand values.
- Promoting Environmental Stewardship: Consider environmental implications when selecting generative AI tools, favoring energy-efficient options.
- Continuous Monitoring and Evaluation: Implement ongoing monitoring of AI systems to detect compliance gaps and performance issues.
Comments from Industry Leaders
Richard Lindsay, IPA Director of Legal & Public Affairs, emphasized the balance between innovation and responsibility in the guide. He noted, “The guide balances innovation with clear expectations around responsibility, transparency, and oversight.”
Furthermore, a SME version of the guide has also been published, focusing on the principles most relevant to small businesses to facilitate easier implementation.
Rt Hon Ian Murray MP, minister for the creative industries, expressed support for the guide, stating, “This timely industry-led guide supports the Government’s ambitions to ensure advertising remains trusted while maximizing AI’s opportunities.”
Stephen Woodford, CEO of the Advertising Association, reinforced the importance of the guide in maintaining public trust in advertising, stating, “All advertising must be ‘legal, decent, honest and truthful’ as we embrace AI’s benefits.”
Conclusion
The Best Practice Guide aims to provide clarity on responsible generative AI use, addressing risks such as bias and privacy concerns. It also encourages environmental stewardship by promoting energy-efficient AI choices. All advertising and marketing practitioners are invited to adopt these voluntary principles in their businesses, with feedback welcomed to ensure the guide remains relevant and effective.
Regular reviews are planned to align the guide with developments in technology, regulation, and industry practices.
