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In a new short report entitled Strengthening Information Integrity: Advertising, Artificial Intelligence, and the Global Information CrisisThat Department of Global Communications and the Conscious Advertising Network warn that uncontrolled adoption of AI in advertising will accelerate risks across the digital information ecosystem.
The brief notes that the advertising industry is central to how information flows online spending decisions that influence which content is produced, amplified and monetized.
As AI tools become embedded in media buying and content creation, that dynamic only intensifies.
“Advertising funds systems that help shape what people see, trust, and believe,said Charlotte Scaddan, UN Senior Advisor for Information Integrity.
“Without swift action and guardrails, AI risks accelerating the destruction of the integrity of the information ecosystem. Advertisers have the power to help fix it.”
The risks double
This brief report highlights some of the emerging risks.
AI accelerates the spread of disinformation, hate speech and polarizing content, while advertising revenue continues to fund online material – regardless of quality or accuracy.
At the same time, a lack of transparency in how AI-based advertising systems work raises concerns about fraud and inefficiency.
The rise of AI-generated content also threatens the survival of independent journalismthe report notes, warning that declining trust in the digital environment has weakened the effectiveness of advertising campaigns.
The brief emphasizes that this is not only a social problem but also a direct business risk. When audiences lose trust in the platforms on which ads appear, engagement decreases and return on investment decreases.
“Brands are under pressure to move quickly to leverage AI, but doing so without restraint risks damaging the environment on which their marketing depends,” said Harriet Kingaby of the Conscious Advertising Network – a global coalition advancing responsible advertising.
“This isn’t about slowing down innovation – it’s about ensuring it benefits business and society.”
Call to action
The UN report calls on policymakers to align AI and advertising governance frameworks with international standards on information integrity, and to work with industry and civil society to increase transparency.
For advertisers, the report recommends demanding greater visibility across the AI supply chain, prioritizing a quality media environment, and using financial leverage to encourage platforms to create stronger protections for users and consumers.
Evidence cited in the brief suggests that increasing transparency in media buying can deliver double-digit improvements in advertising performance – underscoring that responsible practices can also go hand in hand with good business.
