Responsible AI in Marketing Council Issues Final Industry Guidelines on Ethical AI Use in Marketing

Sydney – For immediate release

The Responsible AI in Marketing Council (the Council), a joint initiative of the Australian Association of National Advertisers (AANA), the Media Federation of Australia (MFA), and the Advertising Council of Australia (ACA), today announced the official release of its Industry Guidelines on Ethical AI Use in Marketing.

The final guidelines, developed following public consultation, establish a clear, industry-wide ethical framework for the responsible and transparent use of Artificial Intelligence across all facets of marketing. The release marks a critical step toward ensuring AI-driven innovation in the sector upholds consumer trust, brand integrity, and legal compliance.

The Council will turn its focus to producing practical guidance across the four areas of Creative & Production, Media, Customer Communications & Services and Measurement & Insights.

“AI is rapidly reshaping our industry, presenting marketers with the challenge of innovating at speed while maintaining ethical standards,” said Josh Faulks, CEO of AANA. “These guidelines provide the practical guardrails needed to navigate this dynamic landscape. We must focus on strong governance to ensure we build trust with consumers and harness AI in ways that are ethical, effective, and sustainable for the long term.”

The guidelines directly address key concerns such as algorithmic bias, data privacy, intellectual property, and transparency, offering marketers the principles required to innovate with confidence.

Sophie Madden, CEO of MFA, commented on the balance between opportunity and responsibility: “AI brings both immense opportunity and significant responsibility. The biggest challenge for our industry is ensuring that as we chase efficiency and growth, we do not inadvertently erode the sustainability of our ecosystem by compromising consumer trust. This framework provides the clear, ethical direction needed to innovate confidently while protecting all stakeholders.”

Tony Hale, CEO of ACA, highlighted the necessity of aligning technological advancement with creative values. “Creativity and technology must evolve together. The core challenge for creative agencies is adopting AI in ways that respect and protect human talent, intellectual property, and community values. These guidelines help us set the standards, ensuring we use AI boldly, responsibly, and in ways that unlock both creative and commercial value.”

The guidelines are now effective immediately and will be integrated into the respective bodies’ broader programs to support the ethical deployment of AI across all marketing practices.

About The Responsible AI in Marketing Council The Responsible AI in Marketing Council was formed in May 2025 by the AANA, the ACA, and the MFA to provide industry leadership in the ethical and responsible use of Artificial Intelligence in marketing and advertising.

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ENDS