AI tools are now part of almost every marketing workflow. The legal and reputational responsibility for what you publish has not moved: it is still yours. These are the rules we recommend every team adopts.
1. Protect data
- Use business or enterprise plans with the data controls your company requires.
- Share only what a task needs. Never paste card numbers, government IDs, passwords or sensitive personal data.
- Respect client confidentiality agreements.
2. Verify everything
AI can state wrong facts confidently and invent statistics, quotes and sources. Check every number, claim and citation before it goes into an ad, page, email or proposal.
3. Follow the same advertising laws
Consumer protection rules (the FTC in the US, the ASA and CMA in the UK), email and calling rules (CAN-SPAM, PECR, TCPA) and privacy law (GDPR, UK GDPR, US state laws) apply to AI-generated work exactly as to human work.
4. Be honest about synthetic media
- Never create fake reviews, testimonials or endorsements.
- Label realistic AI-generated images, video and audio where platforms or laws require it — rules are expanding, including the EU AI Act’s transparency obligations.
- Do not use real people’s likeness or voice without written permission.
5. Check for bias
Review targeting and creative for discrimination, especially in credit, housing, employment and insurance, where special rules apply.
6. Keep a human in the loop
AI drafts; people approve anything customer-facing, anything that spends money and anything compliance-sensitive.
7. Write it down
A one-page AI policy should list approved tools, data that must never be shared, required reviews and who is accountable. Buyers and partners increasingly ask for it.
This article is general information, not legal advice. Learn more in AI-Powered Marketing.