29 April 2026, London, UK: A new issue brief from the United Nations and Conscious Advertising Network (CAN) warns that unchecked adoption of artificial intelligence in advertising risks accelerating a global information integrity crisis, with major consequences for brands, media, and society.
Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis argues that the advertising industry sits at the centre of the digital information ecosystem, and therefore holds a critical lever to shape how AI develops.
The report finds that AI is intensifying systemic risks including mis- and disinformation, declining trust and media fragmentation, at the same time as advertisers face mounting commercial pressure to adopt the technology at speed. It highlights an ever-increasing disconnect between rapid AI adoption and the lack of governance frameworks to manage its impact:
- AI is accelerating the spread of information risks including disinformation, hate and polarising echo chambers at scale
- Advertising revenue continues to fund content regardless of quality, accuracy, potential harms or effectiveness
- Increasing opacity in AI-driven media buying risks worsening fraud and inefficiency
- The rise of AI-generated content threatens the viability of independent and pluralistic journalism
Additionally, the issue brief underscores that this is not just a societal issue, but a direct commercial risk for brands.
Audiences engage with advertising in environments they trust and as trust declines, so does campaign effectiveness.
However, advertisers are uniquely positioned to influence the future of AI through their media investment decisions. With global ad spend exceeding $1 trillion annually, brands can demand higher standards from platforms, AI developers and media partners.
Key recommendations for advertisers include:
- Demand transparency across AI and advertising supply chains
- Prioritise quality media environments and journalism
- Set clear standards for where and how ads appear in AI-generated content
- Use commercial leverage to require stronger safeguards from platforms
Evidence cited in the issue brief suggests that improving transparency and control in media buying can deliver double-digit improvements in return on ad spend, reinforcing that responsible practices align with business performance.
The brief comes at a pivotal moment. AI governance is under active discussion in multilateral fora, while major AI platforms explore advertising-based monetisation models, increasing the influence advertisers have over how these systems are designed and deployed. Ultimately, it warns that failure to act now could result in:
- Increased regulatory pressure
- Reputational risk for brands
- Reduced advertising effectiveness
- Further erosion of the open web and pluralistic media
Charlotte Scaddan, UN Senior Adviser on Information Integrity, said: “Advertising funds the systems that shape what people see, trust and believe. Without swift action and guardrails AI risks accelerating the breakdown of information ecosystem integrity. Advertisers have the power to help fix it.”
Harriet Kingaby, Conscious Advertising Network (CAN), said:“Brands are under pressure to move fast on AI, but doing so without guardrails risks undermining the very environments their marketing depends on. This is not about slowing innovation – it’s about making sure it works for business and society. This is a defining moment. Advertisers can either fund the problem or help build a more transparent, trustworthy and effective digital ecosystem.”
