The Ethics of Generative Advertising

Generative advertising raises three questions worth answering before a client asks them: what is disclosed, whose likeness is used, and what the work claims to be.

Our position is unglamorous. Synthetic imagery is labelled where a reasonable viewer would assume it is documentary. Likenesses are licensed or invented, never borrowed. Claims are substantiated by the same standard as any other medium.

None of this slows the work down. It mostly stops the kind of shortcut that becomes a crisis eighteen months later.