As AI becomes more embedded in advertising and marketing, organisations need a clear and consistent approach to determining when AI involvement should be disclosed. Yet without shared standards, brands, agencies, publishers, and technology partners face uncertainty around what requires disclosure, what does not, and how to communicate AI use transparently with consumers. IAB’s AI Transparency & Disclosure Framework V2 translates the AI Transparency & Disclosure Framework’s risk-based, materiality-driven approach into practical protocols for when and how AI involvement should be disclosed across consumer-facing advertising and marketing content.
Thank you to the IAB U.S for developing this resource and giving us permission to share it with IAB New Zealand Members.
Inside the Framework:
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A risk-based approach to determining when AI disclosure is needed
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Practical guidance for AI-generated and AI-assisted text, imagery, video, audio, synthetic voices, digital twins, and AI-powered consumer interactions
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Common disclosure principles and use-case triggers to support consistent decision-making
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Guidance designed to balance consumer transparency with avoiding unnecessary labeling and disclosure fatigue
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Recommendations for teams navigating the evolving AI landscape
Whether you’re developing AI governance practices, evaluating disclosure requirements, or building consumer-facing
AI experiences, these Standards provide a practical foundation for creating transparency and trust across the advertising ecosystem.
IAB New Zealand Members can download the full framework here
For further information or to become an IAB New Zealand Member, please get in touch.
