The Responsible AI in Marketing Council (the Council), established by the Australian Association of National Advertisers (AANA), Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA), has released draft Industry Guidelines on Ethical AI Use in Marketing (the Guidelines) for public consultation.
The Council, created in May 2025, was formed to guide the marketing and advertising industry in the ethical and responsible use of artificial intelligence. Its mission is to set clear standards that help the industry leverage the opportunities of AI in a manner that is consistent with legal, ethical, and societal expectations.
These Guidelines mark the first major output of the Council and deliver on its commitment to provide industry-wide guardrails that protect consumers, uphold brand integrity, and align practice with Australian law and global best practice.
The draft guidelines cover issues such as transparency, accuracy, bias mitigation, privacy copyright, and sustainability and the Council is now seeking the views of the broader industry and the public before they are finalised.
“The Council was created to provide leadership for our industry in the ethical use of AI in marketing and these draft guidelines are an important first step. They give marketers the practical principles they need to responsibly innovate with AI while protecting consumers and maintaining trust in our industry,” said Josh Faulks, CEO, AANA.
“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,” commented Tony Hale, CEO, ACA.
“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,” added Sophie Madden, CEO, MFA.
“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.”
The release of the Guidelines signals the start of the Council’s broader program of activity, structured around four key streams:
- Creative and Production — including use of talent and intellectual property.
- Media — covering planning, buying, data and targeting.
- Customer Communications and Services — including owned media and user experience.
- Measurement and Insights — including research, data and analytics.
The draft Industry Guidelines on Ethical AI Use in Marketing are now open for feedback from industry and interested parties.
