Cannes Lions introduces mandatory AI disclosure & ethics oversight for award submissions

Cannes Lions has announced a new set of regulations aimed at ensuring transparency and ethical use of artificial intelligence in creative work submitted to the festival. The measures, which will apply to future editions, come in response to growing concerns around synthetic media and the manipulation of campaign materials.

The updated framework includes mandatory disclosure of AI-generated or AI-assisted content, a compulsory Code of Conduct for all entrants, and the use of content detection technologies to identify manipulated elements in submissions. An expert review panel specialising in AI, ethics, and media integrity will assess entries flagged for potential violations and oversee adjudication in complex cases.

These steps follow the high-profile withdrawal of the Creative Data Grand Prix awarded to Brazilian agency DM9 in 2025. The campaign in question was found to have included AI-generated content that misrepresented real-world outcomes, prompting the Festival to take corrective action.

Cannes Lions stated, "As an extra measure, and following a thorough internal review, DM9 has chosen to withdraw the entries ‘Plastic Blood’ for OKA Biotech, and ‘Gold = Death’ for Urihi Yanomami. All parties acknowledge that the level of legitimacy does not meet the necessary standard. All prizes will be withdrawn as a result."

Under the new policy, failure to disclose AI usage could result in disqualification, public naming of violations, or revocation of awards. The organisers stated that these protocols are intended to uphold trust in the competition and adapt to technological shifts within the creative industry.

With the introduction of these safeguards, Cannes Lions positions itself to maintain its global reputation for integrity while navigating the evolving role of AI in advertising and communication.