The Interactive Advertising Bureau (IAB) has released its first AI Transparency and Disclosure Framework to guide responsible use of generative AI in advertising. As adoption of generative AI technologies accelerates across creative and media workflows, the Framework provides clear guidance on when and how AI use should be disclosed to help protect consumer trust and support industry accountability.
Rather than mandating universal AI labeling, the Framework takes a risk-based approach that focuses disclosure on scenarios where AI materially impacts authenticity, identity, or representation in ways that could mislead audiences. This includes the use of synthetic humans and digital twins, AI-generated imagery and video, and conversational agents within advertising environments.
To support meaningful transparency, the Framework outlines a two-layer model that combines consumer-facing disclosures, such as badges, icons, or adjacent text, with machine-readable metadata based on open standards including C2PA.
IAB research accompanying the Framework highlights a growing gap between industry optimism and consumer sentiment toward AI-generated advertising, reinforcing the importance of transparency in maintaining trust.
“For Canadian brands and agencies, responsible AI use is not just a regulatory conversation, it is a trust conversation,” said Sonia Carreno, President, IAB Canada. “This Framework offers a practical path forward that allows the industry to continue innovating while giving consumers greater clarity into how AI is being used in advertising. Given the importance of this work, we are actively seeking industry collaboration as we work to adapt this framework in our market.”
Global regulators, including those in Canada, are actively exploring approaches to AI governance. Early adoption of the Framework can help organizations demonstrate leadership and preparedness for evolving disclosure expectations. IAB Canada encourages advertisers, agencies, publishers, and technology partners to apply these principles of clarity, consistency, and proportionality as AI becomes increasingly embedded in advertising workflows.
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