The UN has just announced a set of new recommendations for urgent action to help curb digital misinformation, amid the rise of AI, with a set of advice specifically geared at advertisers.
The recommendations, shared in a paper entitled ‘United Nations Global Principles for Information Integrity’, are directed at technological companies, artificial intelligence (AI) actors, advertisers and other private actors, news media, states and political actors.
“False narratives, distortions and lies breed cynicism, disbelief and disengagement,” warned UN secretary general António Guterres.
“Opaque algorithms push people into information bubbles and reinforce prejudices including racism, misogyny and discrimination of all kinds. Everyone should be able to express themselves freely without fear of attack. Everyone should be able to access a range of views and information sources.”
Recommendations for advertisers include establishing human rights responsible advertising, which establishes safeguards against misinformation and to ensure advertising does not drive risks to information spaces.
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It also suggests that ad tech companies should be required to carry out independent third-party audits and vetting of ad exchange partners.
Moreover it calls on advertisers to harness industry standards and develop clear policies to minimise misinformation, risks to information integrity and help ensure brand safety.
Recommendations around artificial intelligence also include taking measures to ensure the safe design and deployment of AI technologies, ensuring the technology respects intellectual property, commissioning independent audits, and supporting public understanding of how AI models function.
Speaking about the recommendations, the co-chair of Conscious Advertising Network Jake Dubbins, who advised the UN during the process, said: “The United Nations Global Principles for Information Integrity are a huge step forward in the fight against misinformation and hate speech”.
He continued: “The Conscious Advertising Network is proud to have been a key consultant to the UN, highlighting the importance of ethical and transparent advertising practices aligned to our manifestos”.
