A new brief titled Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis from the Department of Global Communications and the Conscious Advertising Network warns that unchecked adoption of AI in advertising is intensifying risks across the global digital information ecosystem. It highlights that advertising sits at the core of how online information is distributed, shaping what content is created, amplified, and monetised, and that the growing integration of AI into media buying and content production is accelerating these dynamics.
The brief stresses that advertising is not just an economic driver but a powerful force influencing public perception, with AI now increasing the speed and scale at which both reliable and harmful content spreads. According to UN Senior Adviser Charlotte Scaddan, advertising funds the systems that determine what people see, trust, and believe, and without strong safeguards, AI could further weaken the integrity of the information ecosystem, though advertisers also have the ability to help address these risks.
It also outlines rising concerns, including the amplification of disinformation, hate speech, and polarising narratives, alongside continued monetisation of low-quality or misleading content. A lack of transparency in AI-driven advertising systems is contributing to fears of fraud, inefficiency, and reduced accountability, while the growth of AI-generated content is placing pressure on independent journalism and eroding trust in digital spaces. The report notes that this decline in trust is already affecting advertising effectiveness, as audiences become more sceptical of platforms carrying ads.
The brief further warns that these developments pose direct business risks, as weakening trust leads to lower engagement and reduced returns on advertising investment. It adds that brands face growing pressure to adopt AI quickly, but doing so without proper safeguards may undermine the digital environments their marketing depends on, according to Harriet Kingaby of the Conscious Advertising Network, who emphasises the need for responsible innovation rather than slowing technological progress.
Finally, the UN calls on policymakers to strengthen governance frameworks for AI and advertising in line with international standards on information integrity, while urging collaboration with industry and civil society to improve transparency. It also recommends that advertisers demand clearer visibility in AI supply chains, prioritise high-quality media environments, and use their financial influence to encourage stronger platform safeguards. The brief notes that improved transparency in media buying can also enhance advertising performance, suggesting that ethical practices can align with better business outcomes.
