The United Nations Department of Global Communications, in conjunction with the Conscious Advertising Network, has issued a stark warning regarding the unchecked adoption of Artificial Intelligence (AI) in the advertising sector. A new brief, titled Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis, highlights that AI is accelerating risks across the entire digital information ecosystem.
The advertising industry plays a pivotal role in the online flow of information, with its spending decisions significantly influencing content creation, amplification, and monetization. As AI tools become increasingly integrated into media buying and content generation processes, these dynamics are intensifying.
“Advertising funds the systems that help shape what people see, trust and believe,” stated Charlotte Scaddan, UN Senior Adviser on Information Integrity. “Without swift action and guardrails, AI risks accelerating the breakdown of information ecosystem integrity. Advertisers have the power to help fix it.”
Risks are Multiplying
The brief outlines several escalating risks associated with AI in advertising. AI is speeding up the dissemination of disinformation, hate speech, and polarizing content. Simultaneously, advertising revenue continues to support online material irrespective of its quality or accuracy.
Concerns about fraud and inefficiency are also mounting due to a lack of transparency in how AI-driven advertising systems operate. Furthermore, the report indicates that the proliferation of AI-generated content poses a threat to the sustainability of independent journalism. Declining trust in digital environments is already diminishing the effectiveness of advertising campaigns.
These issues extend beyond societal concerns to represent direct business risks. As audiences lose confidence in platforms where advertisements are displayed, engagement decreases, leading to reduced returns on investment.
Harriet Kingaby of the Conscious Advertising Network emphasized, “Brands are under pressure to move fast on AI, but doing so without guardrails risks undermining the very environments their marketing depends on. This is not about slowing innovation – it’s about making sure it works for business and society.”
A Call to Action
The UN briefing urges policymakers to harmonize governance frameworks for AI and advertising with international information integrity standards. It also calls for collaboration with industry and civil society to enhance transparency.
For advertisers, the recommendations include demanding greater visibility across AI supply chains, prioritizing quality media environments, and leveraging financial influence to encourage platforms to implement stronger safeguards for users and consumers. The brief cites evidence suggesting that improved transparency in media buying can yield significant gains in advertising performance, demonstrating that responsible practices can align with business objectives.
