Credit: Photo by Igor Omilaev on Unsplash
The use of AI in advertising and media must be guided by responsibility, transparency, and respect for ethical and societal values, according to draft guidelines.
The advertising and media industry is calling for feedback before setting recommendations.
The report, Industry Guidelines on Ethical AI Use in Marketing, is the result of a joint initiative by the Australian Association of National Advertisers (AANA), the Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA).
“This guideline provides the advertising and marketing industry in Australia with a framework to ensure that AI is used in ways that build, rather than undermine, public trust in advertising,” the report says.
“It is grounded in the WFA Responsible AI Principles and aligns with the Australian Government’s evolving AI regulatory framework.”
CEO of the Australian Association of National Advertisers (AANA), Josh Faulks, said the council offers marketers leadership on how to “responsibly innovate with AI while protecting consumers and maintaining trust in our industry."
The recommendations include that the use of AI in marketing should always be disclosed with audiences to avoid the misrepresentation of brands, products and ideas. This ensures trust and transparency.
Marketers need to review the AI process every step of the way, maintaining “control” and a “human oversight”. Accountability needs to be taken for the impact of AI outputs/outcomes on individuals, society and the environment, including any issues that may arise. This also ensures accuracy and factual integrity.
It is important that organisations that use AI have systems in place to detect and prevent any negative biases, exclusion, or discrimination — especially in the data inputs and outputs.
Organisations must prioritise the privacy of users in the pursuit of AI use, giving them the "control, choice and transparency" over how their data is used.
AI use have a significant impact on rights holders and creators. Marketers need to know when to prioritise using a human creator. They should also ensure they have permission and give appropriate credit when using copyrighted or IP-protected content with generative AI. This is especially important in the use of Aboriginal and Torres Strait Island content.
CEO of the Advertising Council Australia (ACA),Tony Hale, said guard railing the partnership between creativity and technology is crucial.
“Creativity and technology must evolve together. The aim is to help our industry adopt AI in ways that respect talent, intellectual property and community values", he said.
Organisations should take action to minimise any negative impacts of AI tools on the environment, including education on the end-to-end supply chain of AI tools and tracking carbon emissions.
AI should only be used if it is safe, secure, and appropriate for organisations and consumers. Has it been tested? What are the risks? Does it meet ethical standards? These are the questions advertisers and agencies must ask themselves.
Advertisers should use AI in addition to human talent, not in replacement.
Organisations should develop an AI Policy to consistently review and assess AI practices and prevent harm to organisations, people and the environment.
CEO of the Media Federation Australia (MFA), Sophie Madden, said the ultimate goal is to embrace AI while protecting consumers and the sustainability of the media industry.
"AI brings both immense opportunity and significant responsibility. The AI Council is setting a clear, ethical framework so our industry can innovate with confidence – protecting consumers and the sustainability of our ecosystem.
"Guided by our commitment to driving positive change and advancing the industry, these draft guidelines are turning intention into action and ensuring the standards we set are robust, practical, and reflect the needs of the whole marketing community", she said.
Industry feedback is being sought by October 31. Respond to aanaregulatory@aana.com.au
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