Artificial Intelligence

Responsible AI in Marketing: how to apply the ICC Advertising and Marketing Communications Code

20 March 2026

Artificial intelligence (AI) is reshaping how marketing and advertising content is created and delivered. This guide sets out how to apply the ICC Advertising and Marketing Communication Code – the international benchmark for responsible marketing – when using AI. Designed as a practical reference, the guide supports marketers, advertising agencies, influencers and anyone in the marketing and advertising ecosystem needing to make informed everyday decisions about AI governance, processes and the use of AI in campaigns. The guide helps ensure communications remain legal, decent, honest and truthful.

Responsible AI in marketing

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Artificial intelligence is quickly becoming part of everyday marketing and advertising practice. Teams are using AI to draft copy, generate visuals, personalise campaigns and optimise delivery at scale. These tools are opening up new possibilities for the industry – but also raise practical questions:

When should the use of AI be disclosed?
Who is responsible for AI-generated content?
How can companies ensure that faster, automated processes still produce communications that are accurate, fair and trustworthy?

This ICC guide on responsible marketing in the age of AI was developed to help answer these questions. It explains how the ICC Advertising and Marketing Communications Code – the international benchmark for responsible marketing – applies when AI is used to create, target or deliver marketing content, and how companies can use AI responsibly to maintain consumer trust. A practical resource, the guide is a reference that anyone involved in marketing communications can use when making everyday decisions about campaigns, processes and governance.

What the guide covers

How the ICC Advertising and Marketing Communications Code applies to artificial intelligence: How the existing principles of legal, decent, honest and truthful marketing communications apply to AI and other technologies used to create or deliver advertising.

Practical guidance on core AI-marketing and communication risks: including on issues of transparency, responsibility, claim substantiation, data use and consent to use the likeness of real people.

Governance and oversight when using AI in campaigns: Helping organisations consider accountability, internal processes, tool selection and measures to maintain consumer trust.

Checklists to support everyday decisions: Two practical checklists – one for organisations and one for individual practitioners – to help apply responsible AI practices in day-to-day marketing work.