Apply AI transparency in marketing communications: a practical guide for brand leaders

To help advertisers navigate this fast-evolving landscape, the World Federation of Advertisers (WFA), in collaboration with the International Council for Advertising Self-Regulation (ICAS), has published a practical guide on transparency in AI-generated and AI-assisted marketing creative.
This document, now available to UBA members, does not constitute legal advice nor a binding regulatory framework. Instead, it sets out general best-practice principles, already widely recommended at international level, to help brands adopt a responsible, consistent approach that supports consumer trust.

The guide has several key objectives:

• to clarify the main challenges linked to transparency (simplicity versus over-disclosure, innovation versus trust);
• to provide a pragmatic framework to help determine when an AI label or disclosure is relevant;
• to underline that transparency never replaces the fundamental principles of advertising: being legal, honest, truthful and not misleading;
• to illustrate, through many practical examples, the use of AI across people, products, audio, visuals and text.

It is important to note that guidelines specific to the European Union are currently being developed, in collaboration with the European Advertising Standards Alliance (EASA) and the Belgian Advertising Council, taking into account the European regulatory framework, including the AI Act.
Once these Europe-specific guidelines are finalised, they will be communicated to UBA members.

In the meantime, this document already provides a solid foundation to help brand leaders structure their thinking and move forward responsibly with the use of AI in marketing communications.

👇 UBA members can now download this practical guide and start applying it right away.