Brussels: The Advertising Council in Belgium, in collaboration with the broader advertising sector, has officially launched 12 guidelines aimed at the ethical use of artificial intelligence (AI) in advertising.
According to Emirates News Agency, the guidelines emphasize prioritizing people and privacy, ensuring transparency in AI usage, protecting vulnerable groups, and addressing the environmental impact of AI technologies. These principles align with the European Union's new AI framework, which came into effect on August 2.
Marc Frederix, Chair of the Advertising Council, expressed that Belgium aims to be a proactive leader in ethical AI adoption, mitigating risks such as deception and manipulation. He highlighted that AI should be used to enhance authenticity, creativity, and operational excellence, rather than replacing them. Personal data usage requires clear, purpose-specific consent, and AI-generated images must be explicitly disclosed.
The guidelines were developed in collaboration with major sector organizations and incorporate principles from existing legislation and charters. They serve as practical guidance for all stakeholders in the advertising industry, from brands to technology providers.
The Jury for Ethical Practices (JEP) will monitor adherence to these guidelines, focusing particularly on transparency and consent aspects.
Consumer Protection Minister Rob Beenders praised the initiative, acknowledging the opportunities AI presents for advertisers while also recognizing the risks to consumers, such as misleading practices or undue influence. He emphasized the importance of complying with existing legislation in this new context and encouraged the sector to reflect on its responsibilities.