The report notes that the advertising industry is at the center of how information flows online, with its Spending decisions that influence what content is produced, amplified and monetized..
As AI tools become integrated into media buying and content generation, those dynamics intensify.
“Advertising funds the systems that help shape what people see, trust and believe.”said Charlotte Scaddan, UN Senior Advisor on Information Integrity.
“Without swift action and guardrails, AI risks accelerating the collapse of the integrity of the information ecosystem. Advertisers have the power to help fix it.”
The risks multiply
The report highlights several growing risks.
AI is accelerating the spread of misinformation, hate speech and polarizing content, while advertising revenue continues to fund online material, regardless of its quality or accuracy.
At the same time, the lack of transparency in the operation of AI-powered advertising systems is raising concerns about fraud and inefficiency.
The rise of AI-generated content also threatens the viability of independent journalismthe report notes, warning that declining trust in digital environments is already undermining the effectiveness of advertising campaigns.
The report emphasizes that these are not just social concerns but direct business risks. As audiences lose trust in the platforms where ads appear, engagement declines and return on investment declines.
“Brands are under pressure to advance AI rapidly, but doing so without barriers risks undermining the environments their marketing depends on,” said Harriet Kingaby of Conscious Advertising Network, a global coalition that promotes responsible advertising.
“It’s not about stopping innovation, but about ensuring it works for businesses and society.“
Call to action
The UN report calls on policymakers to align governance frameworks for AI and advertising with international standards on information integrity, and to work with industry and civil society to improve transparency.
For advertisers, it recommends requiring greater visibility into AI supply chains, prioritizing quality media environments, and using financial leverage to push platforms to create stronger safeguards for users and consumers.
The evidence cited in the brief suggests that Improving transparency in media buying can generate double-digit gains in advertising performance. – underscoring that responsible practices can also be in line with good business.