IAB Brazil launches Compliance and Best Practices Manual on Artificial Intelligence in Digital Advertising

IAB Brasil announces the launch of the “Conformity Manual and Good Practices on Artificial Intelligence in Digital Advertising”. The material, prepared by the IAB Brazil Committee on Regulatory and Legal Affairs, aims to support advertisers, agencies, media and digital platforms in the responsible adoption of AI, ensuring that their campaigns are conducted in accordance with industry regulations and good practices.

The manual is a complement to the Guide to the Use of Artificial Intelligence in Digital Advertising, launched last year by IAB Brazil, and addresses key topics such as the current scenario of AI regulation, compliance with personal data protection laws, brand safety in programmatic advertising, as well as ethical issues related to AI-driven advertising measurement.

The launch comes at a time with important initiatives underway to regulate the use of Artificial Intelligence in Brazil. Among them, the Brazilian Plan for Artificial Intelligence (PBIA) 2024-2028, of the Ministry of Science, Technology and Innovation (MCTI), and the Bill 2338/2023, which is under discussion in the National Congress and aims to establish a legal framework for the responsible use of AI, focusing on privacy and transparency.

“O IAB Brasil acts as a bridge between the sector and the government, ensuring that public policies are a reflection of the reality of the market. Our priority is that any regulation protects consumers, promotes a healthy digital environment and, at the same time, preserves the innovation and sustainability of our sector. This manual, for sure, is another important step for everyone to make good use of AI, in an ethical, safe and responsible manner”, says Denise Porto Hruby, CEO of IAB Brazil.

The content of the manual was structured in two parts. The first addresses the current regulation of AI in Brazil, the copyright related to AI, and the guidelines for legal compliance and data protection. The second part brings discussions on brand safety, ethics and transparency in the use of AI for advertising measurement, ending with suggestions for the implementation of good practices.

To access the complete manual, please click here.