AI in advertising: new guidelines for transparency and responsible use
Grégory Marchandise, UBA
Domain lead Data & Technology and Content
To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and its member associations, including UBA, are publishing new guidelines on transparency, disclosure and the responsible use of AI. This new version focuses on two key areas: when and how the use of AI should be disclosed, and 12 principles for the responsible use of AI in advertising.
When should AI be disclosed?
Using AI does not automatically mean that an ad needs an AI label.
Disclosure becomes relevant when AI-generated or manipulated content is realistic enough to be mistaken for authentic content and could influence how consumers perceive or understand the advertisement. The guidelines propose a practical assessment based on three questions:
- How significant was the use of AI?
- Does the content look plausibly real?
- Could it affect consumer perception or understanding?
When these factors point to a significant risk of misunderstanding, labelling is necessary.
The guide also includes a decision flowchart, practical examples and suggested disclosure approaches for image, video, audio, OOH and AI-powered interactions.
12 principles for responsible AI
Transparency is only one part of responsible AI use. The updated framework also sets out 12 principles covering human oversight, AI literacy and governance, inclusion, vulnerable audiences, environmental impact, privacy, intellectual property, monitoring, fair competition, incident management and transparent collaboration.
Together, the guidelines provide a practical framework to help advertisers, agencies, media and other partners balance innovation, transparency, consumer protection and responsibility.
Download the full AI in Advertising 2026 guidelines to explore the complete disclosure framework, practical examples and the 12 principles for responsible AI in advertising.
Also interesting for you
-
What 838 brand builders taught us about UBA. And where it should be heading
What does UBA need to offer to remain indispensable in a world where AI is rewriting the rul...News
-
When is it mandatory to disclose the use of AI in advertising?
From 2 August 2026, new transparency obligations under the European AI Act become applicable...UBA Focus News
-
Why marketing effectiveness has never been more critical
Despite having access to more marketing data, dashboards and measurement tools than ever bef...UBA Focus News