The responsible AI of the Marketing Council (Covered), founded by the Australian National Advertising Association (AANA), the Australian Advertising Council (ACA), and the Australian Media Federation (MFA), has released industry draft guidelines on ethical use (guidelines) for the use of ethical AI for public consultation. Draft guidelines cover issues like transparency, accuracy, bias mitigation, privacy copyright and sustainability, and the Council is currently seeking the views of a wide range of industries and the public before finalizing it.
The Council, created in May 2025, was established to guide the marketing and advertising industry in the ethical and responsible use of artificial intelligence. Its mission is to set clear standards that help the industry leverage AI opportunities in a way that aligns with legal, ethical and social expectations.
These guidelines mark the council's first major outcome, delivering its commitment to protecting consumers, maintaining brand integrity and providing industry-wide guardrails tailored to Australian laws and global best practices.
“We're looking forward to seeing you in the future,” said Josh Faulks, CEO of AANA. “The council was created to provide leadership to the industry in the ethical use of AI in marketing. These draft guidelines are an important first step. They give marketers the practical principles they need to responsibly innovate with AI, protect consumers, and maintain confidence in the industry.”
ACA CEO Tony Hale said: “Creativity and technology must evolve together. The goal is to help adopt AI in a way that respects talent, intellectual property and community values.”
Sophie Madden, CEO of MFA, said, “AI presents both immeasurable opportunities and critical responsibility. The AI Council has set up a clear and ethical framework that allows our industry to confidently innovate. It is led by our commitment to protecting our consumers and our ecosystem and proactive change and our industry advances.
The release of the guidelines marks the launch of a wider activity programme for the council, which is composed around four important streams.
- Creative and Production – Includes the use of talent and intellectual property.
- Media – Covers planning, purchasing, data and targeting.
- Customer Communication and Services – Includes owned media and user experience.
- Measurements and Insights – Includes research, data and analysis.
Industry draft guidelines for ethical use in marketing are open for feedback from industry and stakeholders. You can download guidelines at resposibleaiinmarketing.com.au and send feedback [email protected] Until October 31st, 2025.
