New guide developed under the Government’s Online Advertising Taskforce provides practical recommendations for advertising practitioners on how to work responsibly with Generative AI
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A Best Practice Guide for the Responsible Use of Generative AI in Advertising is now available, developed under the auspices of the Government and Industry-led Online Advertising Taskforce.
The voluntary guide provides UK advertising practitioners with practical recommendations for deploying Generative AI (GenAI) responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an Advertising-Association led expert working group, which includes industry leaders, Government officials, and the Advertising Standards Authority (ASA), building on and operationalising the ISBA/IPA Principles for the use of generative AI in advertising published in 2023.
The guide focuses on eight principles for responsible use and translates them into clear, actionable steps. This enables advertisers, agencies and media owners to harness AI’s transformative potential while safeguarding consumer trust, ethical standards and innovation.
The principles cover transparency, data use, fairness, human oversight, harm prevention, brand safety, environmental considerations and continuous monitoring. Together, they provide a flexible framework for AI governance that complements existing UK laws, including UK GDPR and the Equality Act, and aligns with the codes underpinning the ASA’s co- and self-regulatory system.
We encourage everyone working in advertising to familiarise themselves with the principles to help embed best practice when using GenAI in advertising.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit trade association dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.
Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.
IMTB represents influencer marketing on the Committee of Advertising Practice (“CAP”), the UK advertising’s rule-making body.
It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
IMTB sits on the government’s Online Advertising Taskforce as part of its influencer marketing workstream.
IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers – acting as a vital bridge between the UK’s creators and Westminster
IMTB is an Advertising Association member. Our director general sits on the AA’s council.
In 2024, IMTB co-founded the European Influencer Marketing Alliance – a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.
Member organisations sign up to our code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.