Politics Home | Advertising Association publishes best practice guide for the responsible use of generative AI in advertising

London, 5 February 2026: The Advertising Association has today published a new Best Practice Guide for the Responsible Use of Generative AI in Advertising, developed under the auspices of the Government and Industry-led Online Advertising Taskforce.

The voluntary guide provides UK advertising practitioners with practical recommendations for deploying Generative AI (GenAI) responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an expert working group, which includes industry leaders and the Advertising Standards Authority (ASA), building on and operationalising the ISBA/IPA Principles for the use of generative AI in advertising published in 2023.

The guide focuses on eight principles for responsible use and translates them into clear, actionable steps. This enables advertisers, agencies and media owners to harness AI’s transformative potential while safeguarding consumer trust, ethical standards and innovation.

The principles cover transparency, data use, fairness, human oversight, harm prevention, brand safety, environmental considerations and continuous monitoring. Together, they provide a flexible framework for AI governance that complements existing UK laws, including UK GDPR and the Equality Act, and aligns with the codes underpinning the ASA’s co- and self-regulatory system.  

Alongside the full guide, a SME version has also been published. This takes a more proportionate approach, focusing on the principles most relevant to small businesses to help make implementation easier.

Rt Hon Ian Murray MP, Minister for the Creative Industries, said: “I am pleased to see the publication of this timely industry-led guide, which is a key output of the Online Advertising Taskforce’s AI Working Group. This work supports the Government’s ambitions to ensure advertising remains trusted and makes the most of the opportunities AI can offer, helping the sector innovate responsibly.”

Stephen Woodford, CEO, Advertising Association, said: “This new guide is designed to support responsible adoption of AI in advertising to ensure that the work of our industry can continue to be trusted by the public. In the words of the ASA, all advertising must be ‘legal, decent, honest and truthful’ and it must remain so as our industry embraces AI and the many benefits it can bring. I want to thank our industry experts who contributed to this guide. I encourage advertising practitioners to adopt and apply the principles in this guide, and to input into future iterations.”

Mark Lund OBE, Deputy Chair of the Online Advertising Taskforce, said: “I am delighted to welcome this Best Practice Guide for the Responsible Use of Generative AI in Advertising. Developed collaboratively by a sub-group of the Taskforce containing advertisers, agencies, media and tech companies, this accessible guide provides practical tools to help practitioners navigate the opportunities and challenges of Generative AI, whilst upholding the standards that are the foundations of consumer trust.”

The Best Practice Guide has been developed to provide greater clarity on responsible GenAI use, including how to tackle risks such as bias and privacy concerns. The principles also promote environmental stewardship by encouraging users to consider energy-efficient AI choices and advocate the use of GenAI in ways that support societal wellbeing.

All advertising and marketing practitioners are invited to consider adopting and applying these voluntary principles in their businesses. Feedback is welcomed to ensure the content remains relevant and effective, with regular reviews planned to stay in line with developments in technology, regulation and industry practice.

Both the full guide and the SME edition are available for free download via the AA’s website from 9am on 5 February: https://adassoc.org.uk/artificial-intelligence/