ASC requires disclosure of AI use in PH advertising

The Ad Standards Council (ASC) is requiring advertisers to disclose the use of artificial intelligence in advertisements as part of new guidelines aimed at promoting transparency and responsible AI use in the Philippine advertising industry.

Under ASC Circular 2026-014, advertisements containing content created, generated, or materially enhanced using AI, whether in whole or in part, must carry a clear and reasonably noticeable disclosure informing audiences that AI was used.

Advertisers may use labels such as “AI-generated,” “AI-assisted,” “Created with AI,” or “Contains AI-generated content,” as well as similar wording that clearly communicates the use of the technology.

The disclosure must be noticeable and legible and should be presented appropriately depending on the format of the advertisement, including its font size and visibility against the background.

The guidelines took effect on Sept. 21, three days after the circular was published on Sept. 18.

The ASC said the rules cover advertisers, creative agencies, production companies, media agencies, digital platforms, and other entities involved in creating, producing, publishing, or distributing advertising materials that use AI in whole or in part.

AI use covered by the guidelines includes the generation, enhancement, modification, or manipulation of text, images, graphics, audio, video, animation, and voice, as well as AI-assisted tools used during production and post-production.

The ASC stressed that using AI does not automatically make an advertisement misleading or deceptive. At the same time, the technology does not exempt advertisers and other responsible parties from existing laws, regulations, and advertising standards.

Advertisers are also required to exercise human oversight and professional judgment when using AI. They remain responsible for the accuracy of advertisements and for all claims, representations, depictions, endorsements, and other content, regardless of whether these were produced by humans, AI, or a combination of both.

The circular also highlighted existing legal requirements involving the protection of minors, the depiction of identifiable people, intellectual property rights, and the use of protected buildings, structures, artworks, and other properties.

For AI-generated content depicting or closely resembling an identifiable person, including a celebrity or public figure, advertisers must comply with applicable requirements involving consent, privacy, personality rights, and rights of publicity.

The ASC may also act on complaints involving the alleged misuse or unlawful use of AI-generated or AI-assisted advertising content.

Under the circular, the council may require advertisers, agencies, or other responsible parties to address complaints and may issue a Cease and Desist Order or take other action when sufficient grounds exist.

The ASC said its new AI guidelines do not replace existing laws and advertising standards. Advertisers must continue complying with applicable requirements regardless of whether AI was involved in producing the material.