Advertising Association publishes AI best practice guide under government taskforce
The Advertising Association has published a Best Practice Guide for the Responsible Use of Generative AI in Advertising, developed under the Government and Industry-led Online Advertising Taskforce. The voluntary guide provides UK advertising practitioners with practical recommendations for deploying Generative AI responsibly and establishes eight principles covering transparency, data use, fairness, human oversight, harm prevention, brand safety, environmental considerations and continuous monitoring. The framework complements existing UK laws including UK GDPR and the Equality Act, and aligns with the Advertising Standards Authority's co- and self-regulatory system codes. The guide was developed collaboratively by an expert working group including industry leaders and the ASA, building on ISBA/IPA Principles published in 2023. A separate SME version has been published with a more proportionate approach focusing on principles most relevant to small businesses. The guide aims to enable advertisers, agencies and media owners to harness AI's potential while safeguarding consumer trust and ethical standards.