IAB has released its first-ever AI Transparency and Disclosure Framework, an industry framework for AI disclosure in advertising that balances transparency with operational efficiency, helping brands, agencies, publishers, and platforms navigate responsible AI use.
The Framework introduces a risk-based, materiality-driven approach that avoids blanket labeling. Disclosure is required only when AI materially affects authenticity, identity, or representation in ways that could mislead consumers. This means routine production tasks, background AI tools, and clearly stylized creative can proceed without disclosure, while use cases that risk misleading consumers require clear consumer-facing labels.
Key takeaways:
- Targeted disclosure, not universal labeling: required only for AI uses that risk misleading consumers
- Disclosure triggers include prompt-driven images and video, synthetic . . .
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