Advertising Sector Sets Clear AI Guidelines: People and Transparency First
8 August 2025
The Advertising Council, alongside key players in the advertising sector, introduced twelve ethical guidelines for AI use last Friday. These guidelines focus on prioritising people and privacy, ensuring transparency, protecting vulnerable groups, and addressing environmental concerns.
Guess Campaign Ignites Discussion
Late last month, clothing brand Guess stirred controversy with an ad campaign in Vogue featuring an AI-generated model. Critics argued that this move promotes unrealistic beauty standards and could hinder diversity efforts within the fashion industry.
Belgium Takes a Lead on Ethical AI
Belgium’s advertising sector aims to lead by example in ethical AI adoption. Marc Frederix, chairman of the Advertising Council, explained that the guidelines were created to mitigate risks like deception and manipulation while safeguarding consumers.
The initiative aligns with the new European AI framework effective since 2 August. It emphasizes that AI should support, not replace, human authenticity, creativity, and operational excellence. Privacy remains central: personal data must be used only with clear consent, explaining the purpose and conditions.
Transparency is mandatory. For example, any AI-generated images of people must be clearly disclosed. Vulnerable groups, especially children, should not be targeted. Additionally, advertisers are encouraged to consider AI’s environmental impact and actively work to avoid bias.
Collaboration Across the Sector
These guidelines were developed in partnership with major organisations including UBA, ACC, BAM, and UMA. They merge legal principles and existing charters to provide practical advice for all stakeholders—from brands to tech providers.
The Jury for Ethical Practices (JEP) will oversee adherence, focusing on transparency and consent. Consumer protection minister Rob Beenders supports the move, highlighting both the opportunities and risks AI poses. He stresses that existing laws must be respected in this new context and welcomes the sector’s proactive stance on responsibility.
For marketers looking to deepen their understanding of AI’s ethical use in advertising, exploring comprehensive AI training can be a smart step. Resources like AI certification for marketing specialists offer practical knowledge tailored to the industry.
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