Belgium Leads in Ethical AI for Advertising

Belgium's Advertising Council unveiled 12 ethical AI guidelines, emphasizing transparency, privacy, and environmental responsibility. These align with the new EU AI framework. The initiative aims to mitigate AI-related risks while promoting authenticity and creativity. Compliance will be monitored by the Jury for Ethical Practices.

Brussels [Belgium], August 8 (ANI/WAM): The Belgian Advertising Council, in coordination with the advertising sector, has introduced a set of 12 guidelines aimed at ensuring the ethical use of artificial intelligence (AI) in advertising. These principles highlight the importance of prioritizing human interests and privacy while ensuring transparent AI practices and protecting vulnerable groups from potential exploitation. The guidelines come in alignment with the recent EU AI framework effective from August 2.

Marc Frederix, who chairs the Advertising Council, emphasized Belgium's role as a pioneer in ethical AI implementation, focusing on mitigating risks such as fake information and manipulation. Frederix stated that AI should support and enhance authenticity, creativity, and operational efficiency, rather than supplant them. The guidelines specifically mandate that personal data be used only with explicit consent and that any AI-generated content must clearly be identified as such. These guidelines were collaboratively developed with major industry organizations, drawing principles from existing laws and charters, to serve as practical advice for stakeholders in advertising.

To ensure adherence to these guidelines, the Jury for Ethical Practices (JEP) will oversee compliance, stressing transparency and consent. Consumer Protection Minister Rob Beenders applauded the initiative, noting that while AI offers new opportunities for advertisers, it poses risks such as misleading practices and undue influence on consumers. Beenders stressed the necessity of adhering to existing legislation in this evolving landscape and commended the sector's proactive approach to responsibility. (ANI/WAM)

(With inputs from agencies.)