ICAS and WFA Release Guidance on Disclosing AI in Marketing Creative
The International Council for Advertising Self-Regulation (ICAS) and the World Federation of Advertisers (WFA) have published best-practice guidance on when marketers should disclose the use of generative AI in advertising. The guidance covers five categories of AI-generated creative: people and likeness, product images, audio, background visuals, and marketing copy.
As generative AI becomes more common in marketing departments, the guidance offers practical principles to help creatives and brands decide when disclosure is necessary and when it isn't. ICAS developed the resource with input from member organizations across multiple countries.
What the Guidance Covers
The principles address a shifting regulatory environment and consumer expectations around AI use. They're designed to support responsible, transparent, and trustworthy advertising while providing self-regulatory organizations with a reference point for developing national labeling rules.
Hilary Souter, President of ICAS, said: "AI is transforming the way marketing content is created, offering significant opportunities for innovation and effectiveness. At the same time, its use raises important questions around transparency, trust and consumer protection."
Who Should Use This
The guidance is relevant for creatives, marketing teams, and brand managers who work with AI tools. It's also a resource for advertising standards bodies developing their own disclosure requirements.
ICAS and WFA plan to review the guidance as technology and regulations continue to change. ICAS members can access the full best-practice guidance on the Members' Website.
For creatives working with AI-generated content, understanding generative art principles and design fundamentals can help inform responsible use decisions.
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