Cannes Lions sets creative industry on notice with new integrity rules

Cannes Lions has announced a new global integrity framework to govern submissions for its International Festival of Creativity, following a series of controversies during the 2025 edition of the awards. The updated standards, set to take effect in 2026, aim to reinforce accountability, transparency, and factual accuracy across all entries.

According to the official statement, the revised framework was developed “to provide a renewed model of accountability, rigour, and trust for creative excellence.” The move follows several incidents at this year’s festival that led to the withdrawal of awarded campaigns due to the use of manipulated media and unverifiable claims.

“The industry landscape is changing at lightning speed,” said Simon Cook, CEO, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

Five key standards form the foundation of the new rules. The first, 'Ownership and Authorship,' requires that every submission be approved by both the business leader of the entrant company and a senior marketer from the commissioning brand, verifying that all data, claims, and creative assets are factually accurate and responsibly sourced.

The second standard, 'Veracity of Claims,' introduces a hybrid fact-checking system that combines AI-led analysis with manual review. Juries will also have access to independent measurement experts throughout the judging process. Additionally, an AI Integrity Handbook will be published, offering clear guidance on synthetic media use in line with frameworks from the OECD, UNESCO, and the Partnership on AI.

The third standard addresses 'Consequences of Misrepresentation,' empowering Cannes Lions to withdraw awards at any stage and impose sanctions of up to a three-year ban for deliberate submission of false work. All such actions will be subject to an independent review process.

Under 'Due Process & Independent Oversight,' a new Integrity Council, composed of legal, ethical, and neutral industry experts, will oversee escalated cases. Entrants will have the right to respond and appeal.

The final standard, 'Transparency in Governance,' will see Cannes Lions publish an annual Creative Benchmark Integrity Audit outlining systemic concerns and documenting updates made to strengthen the awards process.

Cook said the updated measures reflect Cannes Lions’ commitment to protecting the value of creativity. “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for, and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”

The new integrity framework will apply to all entries submitted to the 2026 Cannes Lions and its affiliated awards.