ICC launches guidance on responsible AI in marketing

The International Chamber of Commerce (ICC) has launched new global guidance on the responsible use of artificial intelligence in marketing and advertising. Titled “Responsible AI in Marketing – How to Apply the ICC Advertising and Marketing Communications Code”, the guidance provides practical direction for businesses navigating the rapid integration of AI into marketing practices.

As AI tools become embedded across the marketing value chain, from content creation and personalisation to targeting and optimisation, companies are increasingly seeking clarity on how existing standards apply in this evolving environment. The new ICC guidance responds directly to this need, offering a clear and principle-based framework grounded in the longstanding ICC Advertising and Marketing Communications Code.

Applying established principles in a new context

A central message of the guidance is that the core principles of responsible marketing remain unchanged. Regardless of the technology used, marketing communications must continue to be legal, decent, honest and truthful.

Rather than introducing new rules, the guidance explains how existing principles apply when AI is used to create, modify or deliver marketing content. This reflects the technology-neutral nature of the ICC Code and its continued relevance in a rapidly evolving digital landscape.

At the same time, the guidance recognises that AI raises practical questions for marketers. For example: when should the use of AI be disclosed? How should organisations maintain oversight over AI-generated content? And how can companies ensure that data-driven marketing practices remain transparent and ethical?

Key areas of focus for businesses

The guidance highlights several areas that are particularly relevant for organisations using AI in marketing.

First, transparency remains essential. While the use of AI does not automatically require disclosure, companies must assess whether its use could create a misleading impression for consumers. In such cases, clear and appropriate disclosure may be necessary.

Second, responsibility and accountability are reaffirmed. The use of AI does not shift responsibility away from marketers. Companies remain fully accountable for the content and claims in their marketing communications, including those generated or supported by AI systems.

Third, the guidance addresses the use of data and AI-driven targeting, emphasising the need for legal, transparent and ethical data practices. This is particularly important as AI enables increasingly sophisticated forms of personalisation and audience segmentation.

Finally, the guidance provides clarity on the use of likeness and AI-generated content, including when consent is required for the use or alteration of images of real individuals.

From principles to practice

To support implementation, the guidance includes two practical checklists: one aimed at organisational governance and one focused on day-to-day marketing decision-making. These tools are designed to help companies embed responsible AI practices into their internal processes, from tool selection and oversight to campaign execution.

This practical orientation reflects a broader shift in how businesses approach AI. The focus is no longer only on innovation and efficiency, but increasingly on governance, risk management and maintaining consumer trust.

Supporting responsible innovation

The launch of this guidance comes at a time when regulatory and policy discussions on AI are accelerating globally. In this context, ICC’s approach emphasises the role of industry-led standards and self-regulation in supporting responsible innovation.

By providing clarity on how to apply existing principles, the guidance aims to help businesses use AI in a way that is both effective and trustworthy, preserving consumer confidence while enabling continued innovation in marketing practices.