Brussels, Aug. 8 -- The Advertising Council in Belgium, together with the broader advertising sector, on Friday launched 12 guidelines for the ethical use of artificial intelligence (AI).

The principles include the prioritisation of people and privacy, the crucial importance of transparency around AI use, the protection of vulnerable groups and the need to address environmental impact. They also align with the EU's new AI framework, which took effect on August 2.

Marc Frederix, Chair of the Advertising Council, said the aim is for Belgium to be "a proactive leader in ethical AI adoption" to mitigate risks such as deception and manipulation. He said AI should enhance authenticity, creativity and operational excellence, not replace them. ...