AI
AANA supports responsible AI adoption in marketing, including through the Responsible AI in Marketing Council and industry guidelines.
The Responsible AI in Marketing Council
The Council was established by the Australian Association of National Advertisers (AANA), Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA) in May 2025 to guide the marketing and advertising industry in the ethical and responsible use of artificial intelligence. The Council released Guidelines to provide industry-wide guardrails that protect consumers, uphold brand integrity, and align practice with Australian law and global best practice.
World Federation of Advertisers (WFA)
- Global AI Map Feb 2026
- AI Acceleration Playbook Dec 2025
- Benchmarking: Generative AI in marketing creative Feb 2024
- Managing IP Risk when using Generative AI in Marketing 2025
- Assessing brand safety and suitability concerns for Generative AI + the Metaverse
- WFA Primer: opportunities and challenges in generative AI
Australian AI regulation resources
Australia does not yet have a standalone AI Act but uses a “risk-based, principles-led” framework embedded in existing laws with the release of the The National AI Plan in December 2025. With the release of the National AI Plan the previous Mandatory Guard Rails have been “paused” and the Voluntary Safety Standard has been updated and reissued as a new “Guidance for AI Adoption“. The Plan confirms:
• Reliance on existing regulation (for now)
• Focus on innovation + safety balance
• Establishment of an AI Safety Institute
• Consultation hub for AI