iaethics

Bulletin #11: Trusted Advertising in the Age of AI

Mon, 30 Mar 2026 13:02:39 GMT

A Moment Without Priors

Structure Built for What Comes Next

Advertising is entering a phase defined by scale and discontinuity.

AI systems are extending influence beyond human pace, shaping what people see, consider, and act on across the media ecosystem. The governing frameworks, however, were largely developed for a different environment: slower systems, more observable channels, and more direct human oversight.

That mismatch is becoming harder to ignore.

There are few settled precedents for how trust operates under these conditions. Many of the assumptions that previously guided practice around disclosure, visibility, and control do not translate cleanly to systems that learn, adapt, and operate at scale. This creates a degree of uncertainty. It also creates room for institutional choice.

In environments without a fixed playbook, outcomes tend to be shaped early by those willing to define workable standards particularly where questions of accountability, transparency, and system design remain open.

For organizations who have invested in trust as an operational capability, this moment presents and structural advantage.

Your Invitation: Trusted Advertising in the Age of AI

On April 22, IAE will convene AI Integrity Day , a working session focused on how governance can operate in AI-mediated advertising systems. In collaboration with partners including IEEE SA, the session brings together technical, commercial, and policy perspectives to examine how standards might be defined and applied in practice.

We invite those interested in participating in AI Integrity Day on April 22 to raise their hand. This working session is designed for leaders seeking to help shape the standards, practices, and governance models that will define advertising in the AI era.

Momentum in Practice

6,000+ certificants
Across 220 companies and universities

This work is already advancing.

The Institute for Advertising Ethics has now surpassed 6,000 certified professionals , contributing to a shared foundation for operational, teachable, and scalable ethics across the advertising and marketing industry.

Earlier this year, IAE introduced the Influencer and Creator Shield , a framework designed to address the realities of modern influence systems. The initiative was noted in coverage by Joe Mandese under the headline “Now There’s a Shield for That.”

Looking Ahead

In most fields, trust does not scale automatically with capability. It tends to depend on whether systems can make their own behavior legible internally and externally under conditions of complexity.

Advertising appears to be approaching a similar point.

The question is less whether AI will continue to scale. It will.

The more relevant question is whether the structures around it will evolve in ways that allow trust to scale with it.

In periods without clear precedent, systems do not default to trust. They reflect the presence or absence of structures designed to support it.

Those with trust win.

Trust Builders: Louis Jones

Wed, 25 Mar 2026 14:28:26 GMT

Meet Louis! A member of the IAE Trust Builders community.

Louis Jones serves as a Senior Fellow at the Brand Safety Institute, where he contributes deep expertise in advancing responsible media practices and strengthening trust across the advertising ecosystem. Through his work, he helps organizations navigate the evolving challenges of brand safety, transparency, and ethical communication in a rapidly changing digital landscape.

Louis is a Certified Ethical Advertising Executive (CEAE), reflecting his commitment to upholding the highest standards of integrity, accountability, and trust in modern marketing and media.

How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

IAE has validated how the industry should behave by setting strict standards for operational procedures and decision-making.

What was the most valuable lesson you learned from the certification(s)?

One of the most valuable lessons from the certifications was Social Responsibility and Transparency.

Why is ethics important for advertising?

Ethics is important in advertising because people rely on good (substantiated) information to make good buying decisions - because most people don't have unlimited dollars to spend and should obtain good value for a service or product and its brand promise.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

I believe AI integration is one of the biggest ethical challenges today because it will pose several new challenges - authenticity, accuracy, and creative "hyperbole" - customers will have to work harder than ever to obtain a fair and balanced brand messages. This is why Transparency is deeply important.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

An ethical dilemma I faced was back in the early "Go-Go" Internet Boom, several clients wanted to create content that was not appropriately labeled as "advertorial" or "sponsored by". The outcome? A lesson in advertising ethics - and take your business elsewhere if you plan to be misleading...

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Trust Builders: Dana Blanco

Thu, 19 Feb 2026 14:20:15 GMT

Meet Dana! a member of the IAE Trust Builders community.

Dana Blanco serves as Director of Product & Digital Learning at Havas Group, where she brings a values-driven lens to innovation and leadership development. Through her work, she helps leaders clarify ethical priorities, strengthen transparent communication, and build lasting trust with stakeholders.

Dana is a Certified Ethical Advertising Executive (CEAE) and holds the AI Integrity Shield certification, reflecting her commitment to responsible marketing practices that are not only effective — but accountable and future-focused.

How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

Incorporating both the IAE Certification and the Privacy Shield certification into Havas University, our proprietary online learning platform for Havas Group, has been an ideal opportunity to expand our catalog with content that is truly fundamental to the development of the advertising industry in these challenging times. Having the possibility to obtain a certification from a body like the Institute of Advertising Ethics is a source of pride for learners who want to demonstrate their commitment to acting as responsible, thoughtful communicators in today’s complex media landscape.

This commitment has been clearly reflected in the results shared by Dr. Anna McAlister and Andrew Susman, confirming that Havas had been the top performing agency in the certification process, an outcome that brought a great sense of achievement to our teams. It reinforces that ethics learning strengthens talent engagement and deepens client trust, fostering a more trustworthy advertising ecosystem. The impact we’ve seen connects our ethics training to both a stronger internal culture and greater confidence in the work we deliver, while positioning Havas as a constructive and responsible voice across the industry.

What was the most valuable lesson you learned from the certification(s)?

One of the most valuable lessons from the certifications has been realizing how important it is to help our teams understand the responsible use of AI, both in how we create with it and in how we interpret the content it produces. The AI Privacy Shield has been especially useful because it gives people a clear foundation for why transparency, good data practices, and human centered decisions matter so much today. It also reminds us that protecting consumer trust starts with protecting our own processes and making sure every AI related interaction we support is handled with integrity, clarity, and accountability.

Why is ethics important for advertising?

Ethics is important in advertising because it helps us connect and communicate at a genuinely human level, establishing the foundation for shared trust. An ethical approach ensures that communication is not simply a message being pushed out, but a two way channel where there is a real effort to listen, understand, and empathize with the audiences we serve.

At its core, ethical practice means engaging people with respect, transparency, and an awareness of the impact our work can have on society. It strengthens the relationship between brands and consumers while also reinforcing trust within our own teams. In this way, ethics becomes both a strategic advantage and a cultural anchor — one that supports better work, stronger client partnerships, and a healthier advertising ecosystem overall.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

One of the biggest ethical challenges in advertising today is navigating an environment where information is increasingly difficult to verify. With the rise of misleading content, deepfakes, and AI generated messages, it is more important than ever to approach our work with a critical and discerning eye. Consumers cannot always trust what they see or hear, which is why transparency and authenticity now play a pivotal role in how we communicate.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

An ethical dilemma came from realizing how unfair the world can feel when you see social injustice and inequality up close. In my youth I knew I couldn’t solve challenges that large, but as an adult it has shaped a lifelong commitment to learning and development, helping make knowledge a bit more accessible to diverse audiences around the world. In my own small way, I hope this contributes to creating opportunities and fostering greater equity.

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Trust Builders: Lorraine Stewart

Wed, 04 Feb 2026 15:34:53 GMT

Meet Lorraine! a member of the IAE Trust Builders community.

Lorraine is the Founder and CEO of Stewart Marketing LLC and ROJEK Consulting Group, where she helps organizations navigate complexity in today’s marketing and advertising landscape. Through a values-driven approach, she supports leaders in clarifying ethical priorities, strengthening communication, and building long-term trust with stakeholders.

How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

The IAE certification elevates how the ROJEK Consulting company I founded is trusted by marketing and advertising leaders who ask us to help them address the complexity they face today.

As an entrepreneur I developed proprietary systems and platforms that measure the core values most important and shared among stakeholders. The clarity in the communication of specific ethical values is critical to long term relationship success.

What was the most valuable lesson you learned from the certification(s)?

True leaders move beyond compliance to ethics and demonstrate the specific core values most important to the organizations they serve. Communication, behavior and actions are the indicators of commitment.

Why is ethics important for advertising?

The appropriate use of AI in advertising today focuses on augmenting the emotional impact of creativity to increase the personalization of some messages, boost efficiency and increase the effectiveness often defined with KPIs or return on investment.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

When people overuse AI and do not focus on strategic decision-making, original content created and protection of the target audience, they take unacceptable risks.

Agreement to acceptable and defined standards between companies, agency partners and industry organizations sets the stage for knowing when to move forward and when to stop.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

All of the consulting work we complete is highly confidential. When asked to terminate a relationship between a company and an agency, we stay focused on what was the best outcome, with positive memories of the people for this work before the door is closed and everyone moves in a different direction. We also clarify why this decision was made and how the agency team is no longer needed. When asked "What should we do next?" We provide a point of view on how they can shift their attention to continuous improvement and growth in other relevant areas.

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Bulletin #10: Updated Principles for the AI Era: Re-Anchoring Trust in Advertising

Mon, 02 Feb 2026 13:58:51 GMT

Building Trust at Scale

Advertising has entered a new phase of maturity, one defined not just by creativity or reach, but by systems, scale, and consequence. AI-mediated advertising and influence are no longer emerging practices. They are now embedded across the media ecosystem, shaping decisions, markets, and public trust at unprecedented scale.

Every mature profession updates its governing principles when the underlying technology and risks change. Law, medicine, finance, and engineering have all done so repeatedly. Advertising is no exception.

New Principles for the AI Era

The updated IAE Principles are not cosmetic revisions . They reflect a structural shift in how advertising influence is designed, deployed, and governed when AI systems are involved.

These Principles are built to be operational, auditable, and system-level addressing upstream design choices, not just downstream disclosures. They move beyond the question of “ Is this legally permitted?” to the harder and more consequential question: “Is this likely to build and retain consumer and market trust when scaled?”

Developed with a multi-stakeholder mindset , the updated Principles recognize that trust in advertising cannot rest on individual actors alone. It must be supported by shared standards, education, and accountability across the ecosystem.

Pull-Out Metrics:
• 5,000+ certificants
• 220+ companies & universities

This work is already in use. Today, more than 5,000 professionals across 220+ companies and universities hold IAE certifications. Ethics is increasingly becoming operational, measurable, and teachable, not as a constraint on innovation, but as the infrastructure that allows innovation to endure.

Strengthening Leadership for the Moment Ahead

The Institute for Advertising Ethics announces the appointment of Dr. Dana S. LaFon as an IAE Senior Fellow, Behavioral Science strengthening the Institute’s leadership at a pivotal moment for AI-mediated influence and information integrity.

Dr. LaFon concluded a distinguished career in public service as the senior-ranking civilian executive responsible for influence psychology at the National Security Agency , where she founded and led the Office of Operational Psychology. Her work applied behavioral science to assess and counter information manipulation and malign influence at scale.

Following her government service, Dr. LaFon served as a Senior Intelligence Fellow at the Council on Foreign Relations , advising leaders on disinformation, national security, and resilience in the information environment.

That work reflects a shift from reactive, after-the-fact enforcement toward preventive, system-level governance , applying behavioral science to understand how influence, incentives, and design choices shape outcomes at scale. This approach strengthens self-regulation by addressing risks upstream, before trust breaks , and aligns advertising governance with how modern influence systems actually operate.

In her role at IAE, Dr. LaFon will contribute research and practical frameworks to help the advertising ecosystem address emerging integrity risks as AI systems increasingly shape public discourse

Educating the Next Generation

The updated IAE Principles are designed not only for today’s practitioners, but for the next generation of advertising leaders now entering the field. The revised Principles will be published in January and made publicly available at IAEthics.org, reinforcing IAE’s commitment to open, teachable, and widely accessible standards.

Their implications for advertising education will be a central focus during Michigan State University Ethics Week , where faculty, students, and industry leaders will examine how ethical frameworks must evolve alongside AI-mediated influence.

This discussion will extend beyond campus through a national webcast convening professors, influencers, and advertising executives throughout the week of February 16–20 , creating a shared forum to align education, professional practice, and emerging standards for the AI era.

For more information about this event contact info@iaethics.org

Invitation: Trust Builders

The IAE is launching a Trust Builders initiative and inviting professionals to share stories of difficult decisions where the ethical path was not the easiest, but made a meaningful difference.

These are not stories of perfection. They are stories of judgement, crafting a balance, and leadership under pressure. By sharing them, we help normalize ethical decision-making as a core professional skill.

Looking Ahead: AI Integrity Day — April 22

We invite you to raise your hand if you are interested in participating in AI Integrity Day on April 22. This will be a working session for leaders who want to help shape the standards, practices, and governance models defining ethical advertising in the AI era.

Bulletin #9: Momentum Grows: Leaders Unite to Build Trust in Advertising

Thu, 20 Nov 2025 17:45:29 GMT

Building Trust at Every Touchpoint

The Institute for Advertising Ethics is gaining momentum, propelled by the success of our October Global Ethics Day in New York.

Across participants and panelists alike, IAE’s Ethics Day affirmed a growing consensus that trust is now becoming operational, measurable, teachable, and scalable throughout the advertising and media ecosystem.

Global Ethics Day 2025: Building Trust at Every Touchpoint

The Liberty Room at Frankfurt Kurnit was filled on October 15 as leaders from industry, government, civil society and academia united for IAE Ethics Day 2025.

Delegates from the U.S. Government, ANA Ethics Center, Microsoft, Kenvue, Uber, LinkedIn, Google LLC, Yahoo Inc., Accenture, Dentsu, Paul Weiss, Mastercard, and many others came together around a single, urgent theme: advancing the creation of scalable ethics standards to restore trust across the $1.5 trillion advertising and media industry, especially amid the rise of AI. The work is well underway, led by leaders shaping an open, validated, multi-stakeholder standard, one that delivers transparency, interoperability, verifiability, and broad adoption.

Highlights included:

“The future of advertising depends not only on innovation but on trust. Ethics shouldn't be understood as a constraint on innovation, rather as a catalyst for it."

-Dr. Juan Mundel, Editor, Journal of Advertising Education.

Dr. Juan Mundel speaks about rebuilding trust in Advertisin g

“We need to create a culture where people can ask questions and where

we prioritize ethics.”

-Dr. Anna McAlister, Director of Curriculum and Assessment, IAE

Experts highlight the role of ethics education and self-regulation in the Advertising Industry

“Trust is the new currency in our industry. Without it, even the most creative campaigns can’t sustain real impact.”

-Ty Heath, Director and co-founder of the B2B Institute, LinkedIn

Fireside Trust Performance and Ethics in Action

“People tend to believe computers are smarter than we are, which makes us less likely to question their output.”

-Dr. Dana LaFon, U.S. Government

Panel Explores Global Ethical Frameworks Guiding AI and Advertising

“AI knows, but AI doesn’t think and AI doesn’t feel. That’s a line that’s helpful for me.”

-Esther Uhalte Cisneros, Head of eCommerce & Retail Sales, Germany, Google

Experts Debate “Where to Draw the Line” in Advertising Ethics, AI and Authenticity

“Legal is [...] the floor and ethics is the ceiling. Even if something is legally correct, it may not be ethically right to do.”

-Peri Fluger, General Counsel, Ruder Finn

Building a Culture of Compliance: From Policy to Practice

Leading the Next Era of Ethical Leadership

The IAE’s leadership network continues to grow, welcoming three distinguished voices whose influence will further shape the future of ethical advertising.

Ken Zinn , Executive Vice President, National Business Institute, moves from the IAE Advisory Council to the IAE Board of Directors. An experienced nonprofit and private sector leader with experience spanning from the American Bar Association to Procter and Gamble, joining the IAE Board with a focus on governance, partnerships, and growth.
John Havens , Founding Executive Director, IEEE AI Ethics Initiative. John brings world-class expertise in AI accountability and human-centric design.

Esther Uhalte Cisneros , Head of eCommerce/Retail Sales, Germany, Google Formerly at Estee Lauder, GroupM & CNN

Meet our leadership → iaethics.org/council

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

1. Get Certified: We encourage you to advance your professional development by completing the Certified Ethical Advertising Executive (CEAE) course, AI Integrity Shield course, and our free Green Shield course for greenwash prevention.

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3. Share Your Story: Fill out our Ethics Certified Spotlight Form , share your ethics story, and help inspire others to lead with integrity. Read about other ethical champions on our IAE Spotlight .

4.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethics in advertising. With your partnership, we’re building a future rooted in trust, transparency, and integrity. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Building a Culture of Compliance: From Policy to Practice

Mon, 03 Nov 2025 20:58:34 GMT

At the Global Ethics Day session hosted by the Institute for Advertising Ethics, legal and communications leaders from Uber, LinkedIn and Ruder Finn joined attorney Jeffrey Greenbaum of Frankfurt Kurnit Klein & Selz to discuss how companies can translate ethical principles into practice.

Greenbaum opened by noting that ethical advertising often goes beyond legal compliance. “Even if you communicate truthful information to consumers, but you communicate it in a way that’s misleading, that in and of itself can be false advertising,” he said.

Jess Smith, associate general counsel at Uber, said ethics should be embedded in company culture, not just policy. “It’s not just who the brand is — it’s what actions they take out in the world,” she said.

LinkedIn’s senior counsel Moustafa Badreldin described a practical approach grounded in the platform’s mission. “One of our core values is that we’re always going to be member first,” he said. “As a lawyer, I think, what would the members want to see? How would they want LinkedIn to behave?”

Peri Fluger, general counsel at Ruder Finn, emphasized that ethics in advertising vary globally but rest on universal principles. “The key principle we look for is truthfulness and transparency,” she said. Fluger added that while laws provide the baseline, ethics serve as “the ceiling.”

The discussion closed with agreement that ethical standards must evolve with culture and technology. “Getting the right people in the room is critical,” Smith said. “If you’re not hearing different perspectives, you’re not doing it right.”

Panel Explores Global Ethical Frameworks Guiding AI and Advertising

Fri, 31 Oct 2025 18:48:16 GMT

At the Global Ethics Day session hosted by the Institute for Advertising Ethics, panelists explored how ethical frameworks—Western and non-Western alike—shape the future of artificial intelligence and advertising.

John C. Havens, a leading AI ethics expert and author, opened the discussion by contrasting Western “dualism” with indigenous and collective ethical traditions. “In the West, binary code—1 and 0—is based on dualism,” he said. “But traditions like Ubuntu ethics remind us, ‘I am because we are.’ When you take the best of Western thinking and apply what it means to be in community, you get the best of both worlds.”

Alayna Kennedy, a data scientist and AI governance leader at MasterCard, emphasized the importance of turning abstract ethics into practical systems. “The real challenge is how to make fairness real—how to take a word on a page and turn it into a change in your product that impacts a real person,” she said. She added that MasterCard takes a “risk-based” approach to AI governance, focusing on identifying and mitigating potential harms while enabling innovation.

Dr. Dana Lafon, a retired Government official focused on bias—both implicit and explicit—and how it can shape AI outcomes. “Bias is present in the data, in the algorithms, and in the results,” she said. “People tend to believe computers are smarter than we are, which makes us less likely to question their output." Dr. Lafon explained her research on “influence inoculation,” a psychological approach that helps people resist manipulation and bias in digital environments.

Havens concluded by urging advertisers to understand the ethical implications of generative AI and its environmental and legal impact. “No AI runs except on human data,” he said. “Protecting your intellectual property and your client’s data is of paramount importance.”

Experts Debate “Where to Draw the Line” in Advertising Ethics, AI and Authenticity

Fri, 31 Oct 2025 17:11:52 GMT

At the Global Ethics Day conference, industry leaders and academics explored how artificial intelligence, advertising ethics and authenticity intersect — and where companies should draw the line between innovation and manipulation.

Esther Uhalte Cisneros of Google moderated the discussion, joined by Jackie Hernández, CEO of New Majority Ready, and Juan Mundel, associate professor at Michigan State University.

Mundel shared new research showing that brands pulling back from diversity, equity and inclusion efforts risk losing consumer trust. “We found that consumers actually feel a breach of ethicality, and that breach hurts purchase intentions — we’re seeing a 20% decline,” he said. “It’s a reminder that academia and industry need to talk more about the data behind these decisions.”

Hernández emphasized that ethics in advertising must evolve alongside technology. “Where you’re materially misleading a consumer is where I would see the thinking and the feeling that need to guide brand decisions,” she said.

Cisneros reflected on the human role in emerging technologies. “AI knows, but AI doesn’t think and AI doesn’t feel,” she said. “That’s a line that’s helpful for me.”

Panelists agreed that while laws set the floor, ethics and transparency should set the ceiling. As Hernández put it, “Gen Z wants transparency. The more you let them know, the more they’ll trust you.”

Mundel concluded that true authenticity in advertising requires balance. “We’ve been living in a world that celebrates inauthenticity,” he said. “It’s time to understand what authenticity really means to consumers — and deliver it honestly.”

Fireside Trust Performance and Ethics in Action

Thu, 30 Oct 2025 18:50:28 GMT

At the Global Ethics Day session hosted by the Institute for Advertising Ethics, Ty Heath, director and co-founder of the B2B Institute at LinkedIn, and Senny Boone, senior vice president at the Association of National Advertisers, explored how ethics serve as a foundation for trust and long-term business success in both consumer and B2B marketing.

The discussion, was moderated by ID Comms CEO Tom Denford, underscored that ethical practices aren’t just moral ideals—they’re strategic investments in trust that define the future of marketing.

Heath compared ethics to architectural integrity, calling them “the foundational investment in the integrity of yourself and the institution you’re building.” She emphasized that companies with strong ethical principles build faster, smoother, and more sustainable relationships with clients. “The brand that’s remembered is the brand that’s bought,” she said, underscoring that reputation and trust directly influence business decisions.

Boone echoed that ethical consistency is crucial to consumer confidence, especially in a world shaped by AI and digital marketing. “Consumers are incredibly skeptical and want brands to demonstrate what their ethics mean through transparency and accountability,” she said.

Both panelists stressed the importance of honesty, cultural integrity, and education in guiding future marketers. Heath urged leaders to “give more value than you extract,” while Boone encouraged students to strengthen their “moral compass” through studying ethics, philosophy and humanities.

Dr. Juan Mundel Speaks About Rebuilding Trust in Advertising at IAE Global Ethics Day

Wed, 29 Oct 2025 17:04:02 GMT

At the Global Ethics Day session, Dr. Juan Mundel , associate professor at Michigan State University and editor of the Journal of Advertising Education, explored the evolving need for ethics in advertising and presented new research on the consumer impact of brands retreating from diversity, equity and inclusion (DEI) initiatives.

Mundel explained that advertising ethics “evolved as advertising practice and institutions matured in society,” noting that early ethical concerns emerged “with the introduction of psychological research into the practice of advertising.” Once advertisers realized they could “take advantage of people’s anxieties, insecurities and fears,” he said, “ethical overreach began.”

He cited the Listerine case as a landmark example of accountability and drew parallels to the digital age, warning that “we all became subjects of an ongoing media experiment” with the rise of social media and algorithmic advertising. Ethical challenges, he said, have deepened with artificial intelligence, which raises issues of “opacity,” “proxy bias” and “feedback loops” that “elevate sensationalism, fear or insecurity.”

In sharing his research, Mundel said brands that withdraw from promised commitments efforts face consumer backlash. “We’re seeing a 20% decline in purchase intent from consumers who feel that their ethics have been actually hurt,” he said, describing such pullbacks as a “breach of ethicality.”

Mundel emphasized the importance of collaboration between academia and industry to promote ethical standards. “This is another great opportunity to encourage us to have more dialogue between academia and the industry,” he said. He concluded that the future of advertising “will depend not only on innovation but on trust,” adding, “Ethics should not be understood as a constraint on innovation but rather as a catalyst for it.”

Experts Highlight Role of Ethics Education and Self-Regulation in Advertising Industry

Wed, 29 Oct 2025 17:04:02 GMT

At the Institute for Advertising Ethics’ (IAE) Global Ethics Day, Michigan State University professors Dr. Anna McAlister and Dr. Jef Richards shared award-winning research demonstrating the positive impact of the IAE’s Certified Ethical Advertising Executive (CEAE) training on students’ ethical attitudes.

Dr. Richards explained that while advertising students nationwide often receive little to no formal ethics instruction, the CEAE program helps fill that gap. “Chances are there’s very little training in terms of ethics for the people entering the workplace in advertising,” he said. Richards and his coauthors conducted a before-and-after study comparing students who completed the CEAE certification with those who had not, examining whether the training measurably changed ethical perspectives.

Dr. McAlister presented the study’s results, published in the Journal of Advertising Education and named the journal’s Best Paper of 2024. “Out of the 12 survey items, we found significant differences on nine,” she said. “The changes were in the direction we would expect — after taking this ethical training, attitudes were more positive toward ethics.”

She added that other researchers, including a professor from the University of Colorado, found similar results — that students’ moral reasoning improved after taking the certification.

Dr. McAlister said she sees that as a call to action. “The fact that a young person is saying, ‘I feel like I can’t speak up,’ says to me there’s an opportunity for change,” she said. “We need to create a culture where people can ask questions and where we prioritize ethics.”

Trust Builders: Charlotte Woodcock

Thu, 18 Sep 2025 19:09:02 GMT

Meet Charlotte! A member of our Trust Builders community.

Charlotte serves as the Community Engagement and Marketing Associate for HAWK Advisers and SafePark USA, where she has been part of the team for nearly three years. As a one-person, in-house marketing department, she manages a broad range of responsibilities including social media strategy, email marketing, content development, copywriting, tradeshow and event management, and community outreach, among other tasks.

In addition to her role at HAWK, she represents Ad 2 National as the 2nd Vice Chair, supporting the 32-and-under division of the American Advertising Federation (AAF). Formerly, she served as president of her local club, Ad 2 Roanoke, and now contributes at the national level by mentoring other Ad 2 Presidents, advocating for member success, and collaborating with the executive committee to strengthen clubs across the country.

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

The IAE certifications have been instrumental in strengthening my understanding of advertising ethics, ensuring I stay as current as possible in a continuously evolving landscape. Both the insurance and marketing industries shift rapidly, and navigating that overlap can be challenging—especially when striving to reach core audiences with efficiency and impact. The three courses I completed offer clear and practical guidance, and I found that they equip me with the knowledge to anticipate and address ethical challenges before they even arise.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

The core message of trust in Principle 9 resonated deeply with me and my role in the insurance industry. My agency, HAWK, is built on a model of personalized transparency, and this principle directly aligns with how we serve our clients and maintain their trust with privacy and continued disclosure from their agent. Being able to apply these same ideologies in our marketing is paramount.

This course reinforced the importance of communicating that message effectively: building trust while ensuring consumer data is treated with the highest level of respect!

Principle 9.

Trust between advertising and public relations business partners, including clients, and their agencies, media vendors, and third party suppliers, should be built upon transparency and full disclosure of business ownership and arrangements, agency remuneration and rebates, and media incentives.

Why is ethics important for advertising?

Without ethics, advertising loses all impact. Ethical considerations form the backbone of any successful campaign—when consumer well-being isn’t prioritized, the message falls flat, never to see the end of the marketing funnel. Trust is the foundation of engagement, and without it, even the strongest creative will falter.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Without a doubt, AI is the greatest challenge. Its quickly evolving capabilities highlight a key dilemma: the need for clear guidelines around non-transparent content generation.

AI-generated imagery is definitely at the forefront of this issue, raising questions about its responsible use in media and advertising. How these standards are and will be shaped will undoubtedly determine the trustworthiness of AI as a tool. It will be fascinating to watch!

We want to highlight you too! Fill out this form to be featured on our Trust Builders Spotlight.

Join our growing Trust Builders community!

Click the shields below to learn

more & get certified.

Trust Builderes: Max Kalehoff

Wed, 17 Sep 2025 03:50:38 GMT

Meet Max! A member of our Trust Builders community and IAE Advisory Council.

Max is the Chief Growth Officer at Realeyes, where he leads their business product line that delivers creative intelligence for better business outcomes. Realeyes works with large consumer advertisers like P&G, Mars, and Coca-Cola, platforms like Google and Meta, agencies like WPP, Publicis, and Group Black, and measurement partners like Nielsen.

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

My academic training in marketing, communications, and psychology-statistical research methods offered me a strong foundation in law and ethics. For me, the IAE certification was a practical and accessible refresher. It contextualizes the most important ethical principles to inform everyday challenges in the fast-changing world of modern advertising. Whether you have formal training in advertising ethics or not, the certification is highly useful. It's even useful for consumers, who don't work in advertising, as it sheds a light on the good and the bad of the advertising industry—making you a more informed consumer.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I work deeply in advertising data and analytics, and a burgeoning area called "creative intelligence." We are a B2B and a B2B2C company, so we must address ethics with both consumers and businesses, alike. For example, we engage directly with human participants in consumer research and data collection. We also engage in business relationships with large advertisers, agencies and publisher platforms—who also engage directly with consumers. We manage a lot of sensitive consumer and business data.

Furthermore, we are a pioneer in AI technologies and applications, so that topic alone introduces entirely new ethical challenges in our business and across all our stakeholders. Our advertising world is changing fast, so a strong foundation in ethics is key, as well as a foundation that can expand and adapt.

Why is ethics important for advertising?

Ethics enables trust and sustainability, period. Without trust and sustainability, there would be no advertising industry. That would not be good, as advertising is a key component of democracy and our global economy.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Trust and confidence in institutions is waning, including in government, business, and the advertising industry, itself. That often is due to breaches in ethical behavior. In advertising, some of the big ethical challenges lie in:

- Child protection and mental health in the age of mobile and social media

- Monopolistic, destructive tendencies of large technology platforms that exist on advertising

- Unregulated AI

- Polarization and misinformation, which blurs and distorts facts and expectations of ethics

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

How about an issue I encounter all the time? I work in the advertising industry, which ranks among the industries lowest in consumer trust. Why? Because of a tendency to operate in gray areas of ethics. Often enough, my industry fully breaches reasonable ethical standards. On the flip side, advertising contributes positively to the world in many big ways.

I fundamentally believe I can contribute to advertising's viability as an active, ethical leader. However, I always question that assertion because being an active leader means you can't be an aggressive ethics watchdog—the gray would consumer all you time, and make you a lot of enemies, and result in ostracization. So I occasionally ask myself: could I make a bigger impact on our world if I pursued a non-advertising career so I could more clearly and openly recognize and address advertising's shortcomings?

Deep thoughts. :-)

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Trust Builders: Camila Corado

Wed, 27 Aug 2025 16:45:08 GMT

Meet Camila! A member of our Trust Builders community.

Camila is the Head of Sustainability at creative agency Planta (@weareplanta) where she supervises the carbon footprint measurement of each advertising campaign (from filming spots to out-of-home advertisement), helps creative teams create positive impact narratives based on evidence, and prevents greenwashing. She is also the leader of their (re)certification process as a B Corp.

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

Although I had years of previous experience identifying greenwashing in communications, the IAE's Green Shield certification gave me a structure to better understand each subtle but different mechanism it can present itself.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I'm strong advocate for advertising transparency, specially with young audiences. In current addiction-inducing content creating practices, defending engaging but responsible strategies is a matter of global mental health.

Principle 5.

Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service advertised.

Why is ethics important for advertising?

Advertising is the art of convincing. As such, we hold a great responsibility to influence others to do what's good, for the people and the planet.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

I find it hard to balance the urgent need for economic development of underdeveloped populations vs. 'degrowing' arguments. However, I strongly believe that investing in new renewable technologies and redistributive policies will help find a middle ground.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

Anyone working in sustainability knows that, since all human activities generate an impact on the environment, ethical dilemmas are constant. In order to create a balanced analysis between economic, social, and environmental development, a general recommendation is to keep asking your clients questions. Which indicators support a product's sustainability claim? How were they measured?

Once, a client brand claimed to make their products with plastic recovered from the ocean. Suspecting that plastics exposed to salt, sun, and wind might not have the structural conditions to be recycled, we dug deeper and asked our client to verify this claim. It turned out they were using ocean bound plastic, an interesting and valid practice to recycle materials that would otherwise have ended up in the ocean, but not this idealized process of cleaning beaches and turning the waste directly into the product.

This verification process took time, something scarce in the campaign schedule and required our client to contact their supply chain partners. We could have made a bland, vague but safe claim, or we could wait and verify in order to communicate a correct and specific environmental practice. We succeeded in convincing our client to do the latter, but the project’s risk was higher, as it demanded more time.

This story repeated itself several times. It could be a so-called clean paint, biodegradable packaging, or a water saving machine. You have to be stubborn and skeptical, but also diplomatic and convincing. In my opinion, this balanced approach, both in impact analysis and in character, is what makes sustainability marketing sensible and meaningful.

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Bulletin #8: Ethics Is Your Edge and We've Now Got Proof

Thu, 21 Aug 2025 13:00:09 GMT

Dear members & partners,

From CEAE earning the highest academic honor and national media recognition, to institutions embedding ethical skills at the core of learning and leadership, the message is clear: trust is the ultimate differentiator.

CEAE Wins Highest Academic Honor

The Journal of Advertising Education has conferred its Best Article of the Year (2024–2025) on the landmark study of the Certified Ethical Advertising Executive (CEAE) program. Authored by Dr. Anna McAlister , Dr. Jef Richards , and Aileen Torrance, JD , the research demonstrates that CEAE graduates advance markedly in ethical awareness and confidence across 9 of 12 key indicators.

As Editor Dr. Juan Mundel declared:

“The CEAE doesn’t just teach ethics, it changes the way future professionals think and act.”

Already, more than 4,000 certifications across 200+ companies and universities mark CEAE as the new standard in professional preparation and trust-building.

MediaPost: “Got Ethics?”

In its August feature Got Ethics?, MediaPost recognized CEAE as both a learning instrument and a trust credential, a way to signal unmistakably, that integrity is integral to practice. The story notes the growing consensus: ethics is not a footnote to advertising, but its foundation.

Read the article: MediaPost – Got Ethics?

Why It Matters

CEAE Research Webinar

To honor this recognition and explore its implications, IAE will convene a webinar featuring the study authors, leading academics, and corporate voices. Details to follow.

Global Ethics Day 2025: Save the Date!

On October 15, 2025, the IAE will host Global Ethics Day: Ethics Re-Envisioned. Live in New York and streamed worldwide, the gathering will bring together leaders from across the profession to envision what advertising can, and must, be.

If you are interested in participating, please contact us here .

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

4.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethics in advertising. With your partnership, we’re building a future rooted in trust, transparency, and integrity. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Trust Builders: Ken Zinn

Wed, 13 Aug 2025 16:45:00 GMT

Meet Ken! A member of our Trust Builders community and IAE Advisory Council.

Ken is the Executive Vice President at the National Business Institute. He leads integrated strategies across marketing, sales, and technology to drive growth, innovation, and customer success, aligning brand and digital transformation to deliver long-term impact. He is also part of our Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

A college degree can indicate that I am educated in ethics. Certification indicates that I expect trust in marketing relationships. It has helped me receive transparency in numerous marketing contracts.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I have worked with dozens of media agencies over the last 20 years. The biggest issues has always been lack of transparency around how our media dollars were actually spent. We’d approve large budgets, only to find out later that agencies were receiving undisclosed rebates or incentives from vendors, or marking up media costs without telling us. It created mistrust and made it hard to truly optimize spend.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

What changed everything for us was having an open and honest conversation and aligning with Principle 9 from the Institute for Advertising Ethics. It requires full disclosure of agency compensation, media ownership, and any financial incentives. Since adopting it, our relationships have become far more transparent and productive. I am now able to foster relationships that have clear insight into every dollar, and that trust has led to better performance and better partnerships.

Principle 9.

Why is ethics important for advertising?

When a brand puts its message into the world, it’s immediately building trust. One false claim or misleading promise can break that trust in an instant, causing backlash, legal consequences, or lasting damage to its reputation. Ethical advertising is essential. It protects the integrity of the brand and honors the relationship between the brand and its audience.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

The greatest ethical challenge in advertising is from AI systems exhibiting manipulative, goal-driven behavior that conflicts with human values, especially when those behaviors emerge unnoticed.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

During a large campaign, I found out our media agency had likely accepted undisclosed incentives that skewed the media plan away from what was best for us. Because I had built a strong and friendly relationship with them from the start they didn’t get defensive when I brought it up. I approached the conversation with respect, not blame, and they responded with honesty. It made us stronger going forward. Being likable and fair doesn’t mean being soft, it means people are more willing to do the right thing with you.

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Trust Builders: Philip Cowdell

Wed, 30 Jul 2025 16:45:00 GMT

Meet Philip! A member of our Trust Builders community and IAE Advisory Council.

Philip is the Global Chief Strategy Officer at Channel Factory, a global AdTech company focusing on Social Media. He is also part of the IAE Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

Ethical behavior and decision-making have been the bedrock of my career across Publicis, WPP, and now Channel Factory. Having met Andrew at a Brand Safety Summit in NYC I was pleased to refresh my prior training and career experience, and become formally certified.

This connection also came at a highly appropriate time when the umbrella theme of ethics is critical in the debates regarding inclusion, sustainability, responsible journalism, and AI adoption. Very timely.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

To recap the 9 Ethical Principles : all are applied both in principle and in practice.

Principle 1. We have a collective responsibility to share a common objective of truth and high ethical standards in serving the public.

Principle 2. We have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers.

Principle 3. Its critical to distinguish paid content (ads etc) from news, editorial and entertainment, especially in the Social Media realm.

Principle 4. Any endorsements need to be subject to full disclosure and transparency.

Principle 5. All consumers should be treated fairly but this has become problematic when some communities are single out, excluded or blocked.

Principle 6. Protecting PII is paramount.

Principle 7. We all must follow federal, state and local advertising laws, and cooperate with industry self-regulatory programs.

Principle 8. Organizations should ensure safe spaces for raising ethical concerns.

Principle 9. Transparency and full disclosure are fundamental to building trust.

Why is ethics important for advertising?

It is the foundation for all successful advertising: Ethics engender trust, and consumers are reluctant to buy products and services from companies they don't know and trust. Equally they are more likely to buy from those they do trust.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Too little transparency and clarity in digital advertising; an increasingly un-moderated content landscape; exclusion (and even vilification) of some topics and communities all combine to make it a challenging workplace and marketplace.

Time to shine a light; show the risks; and highlight the rewards from committing to ethical advertising.

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Bulletin #7: Bold Voices, Smarter Certification, & What's Ahead

Tue, 29 Jul 2025 16:45:00 GMT

Dear members & partners,

Big things are happening at IAE, and we want you in the loop! This month’s updates reflect bold action: new leadership, IAE in the news, faster certification, and what's coming next to bring ethics to the world of influencer marketing.

Welcoming Phil Cowdell to the Advisory Council

Phil Cowdell , Global Chief Strategy Officer at Channel Factory and former President of WPP’s GroupM North America and Global President of Client Services joins the IAE Advisory Council. He is a strategic voice in the transformation of media and marketing and has helped shape the integrity agendas of brands, agencies, and holding companies worldwide. His work bridges business performance and public trust, a natural fit for IAE’s mission.

Phil joins as we deepen our collaboration across sectors and expand our leadership community guiding ethics in advertising.

Torn from the Pages of Advertising Age

In a bold industry call to action, Ad Age features the Institute for Advertising Ethics and its growing movement to rebuild trust across the media marketplace. With IAE ethics certifications now conferred to leaders at P&G, Omnicom, and 200 other leading companies, the piece explores how doing right is becoming a business imperative, not just a moral one.

Read here how the IAE is helping brands turn values into value.

CEAE 2.0 Release: An Hour of Power

The Certified Ethical Advertising Executive (CEAE) program has been streamlined. Same content. Same credential. Less time.

Now updated monthly, the Hour of Power format allows professionals and teams to complete the full CEAE curriculum in a high-efficiency, one-hour delivery. This innovation meets the needs of modern organizations and busy leaders without compromising depth or rigor.

It’s ethics for today’s workflow — built to fit into planning calendars, team offsites, and professional development cycles.

Preview: Influencer Certification Is Coming

Deceptive endorsements. Fabricated authenticity. Undisclosed AI personas. Influencer marketing presents one of the fastest-growing and least-regulated challenges to advertising ethics, and IAE is responding.

We are currently developing a new Influencer Integrity Certification, with practical, enforceable guidance on:

Disclosure obligations, both legal and ethical
Use of synthetic influencers and avatars
Emotional manipulation and testimonial substantiation
Platform accountability and brand risk mitigation

This certification will complement the CEAE and Green Shield programs as part of IAE’s ethics ecosystem. Stay tuned for more details and early access!

Share Your Win: When Doing Right Works

Doing the Right Thing Isn’t Just Right, It Works.
Maybe you took a stand for transparency. Maybe someone you know refused a misleading shortcut or pushed for honest messaging when it mattered most.

However it happened, that principled decision made a difference, earning trust, sparking growth, or cementing leadership.

If that sounds like you, or someone you admire, we want to hear the story.
Real examples help prove that ethics isn’t just an ideal; it’s a competitive advantage. Share your win. Your story can be apart of our Ethics Certified Spotlight, amplifying what ethical leadership looks like in action.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

4.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethics in advertising. With your partnership, we’re building a future rooted in trust, transparency, and integrity. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Trust Builders: Sarae Perez

Wed, 16 Jul 2025 16:45:01 GMT

Meet Sarae! A member of our Trust Builders community.

Sarae is the Supervisor of National Sales at New York Interconnect. She is in charge of overseeing the daily operations of the sales department while managing a team of Account Managers. Her team is also responsible for managing and optimizing political budgets.

How have IAE's certifications impacted you, your career, and your approach to ethical advertising?

As a 24-year-old early in my career, the IAE certifications have given me a significant advantage by strengthening my qualifications and credibility at a young age. Once I graduated with my Bachelors, I started my career at New York Interconnect as an account manager. However, I went into the advertising industry with little to no knowledge of the landscape as I majored in Social Sciences and History. These majors equipped me with the necessary skills for the job, but the certification allowed me to understand how to apply those skills to the specific role. Almost two years ago, I took the IAE Executive certification course to help fill in some of those gaps.

Earning the certification tremendously helped in my promotion to Supervisor of National Sales. Being one of the youngest employees at my company, this certification gave me a competitive edge over other candidates. It showed the hiring managers my commitment to professional growth and gave me a solid foundation needed for a leadership role. Ultimately, it helped position me as a serious contender and gave the hiring managers the confidence that I was prepared to take on greater responsibility despite my age and I hope the same for other young professionals. The certifications have empowered me to contribute a fresh perspective in conversations with more experienced professionals, helping me stand to out and grow with confidence.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

In my role, I actively apply several of these principles in the daily operations and decision-making. Overseeing a team of Account Managers, I make sure that our practices support business goals and also uphold integrity, and transparency.

Principles 1 & 2 We prioritize accuracy and honesty in all sales communications and campaign strategies. I work closely with my team to make sure that every proposal, report, and recommendation is fact-based and transparent, avoiding any form of consumer deception.

 Principles 4 & 9 Our team practices full transparency with clients and partners regarding budget allocations, vendor arrangements, and any form of media incentive. We are especially diligent in disclosing all material conditions that may influence messaging, particularly in political campaigns, ensuring ethical endorsements and fair messaging.

Principles 7 Given the sensitivity and scrutiny of political advertising, we are highly vigilant about compliance with all federal, state, and local advertising laws. This includes adhering to FCC guidelines and partnering only with reputable vendors and agencies.

Principle 8 I foster a team culture where open dialogue is encouraged. Our team members are empowered to voice any and all concerns about any aspect of our work, and we always address these internally with transparency and accountability.

Why is ethics important for advertising?

I recently took a management course that allowed me to gain more insight on how to effectively do my job while also understanding the nuances that the social climate requires us to think about. I think ethics in advertising is not only extremely important but it's smart business. It makes sure that communication is honest, respectful, and aligned with public interest, which benefits consumers, companies, and society as a whole. It directly influences the trust and credibility of our company. We live in a unique social climate where there is mistrust between consumers and the information available to them. If we can play a small part in alleviating consumer concerns, it goes a long way.

Companies should be proactive in ensuring that ethical principles are being followed because if not, they risk being viewed as a yet another company that people do not want to support. If people think a company or brand is trying to deceive them, they can receive a lot of backlash and ultimately fail. In the current social media landscape, it's very common that people are actively calling out bad practices and companies to "not support." Cancel culture is at an all-time high, and if companies don't get on board, they will be lost.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

I think one of the biggest ethical challenges in advertising today is the misuse of consumer data, which can compromise privacy and trust. Another big one is misleading or deceptive content, especially in political advertising, which requires stricter fact-checking and transparency. Targeting vulnerable audiences also raises ethical questions, making it necessary to consider the social impact of advertising messages. I think these challenges can be addressed by fostering a culture of accountability, enforcing clear industry standards, and prioritizing transparency in all aspects of media and client relationships.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

In this past election cycle, I encountered a situation where a political client requested ad placements that could have blurred the lines between paid content and editorial programming. Although the buy was significant and met performance goals, it raised concerns about audience perception and specifically, compliance with FCC guidelines. After discussing the situation with leadership, we decided to adjust the placement strategy to ensure a clear distinction between political advertising and editorial content. It required reworking part of the campaign and pushing back on the client. The decision protected our integrity, maintained viewer trust, and reinforced our commitment to ethical standards. It also strengthened our relationship with the client.

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Trust Builders: Jef Richards

Wed, 02 Jul 2025 16:45:01 GMT

Meet Jef! A member of our Trust Builders community and IAE Advisory Council.

Jef is a Professor at Michigan State University (MSU) and will be retiring at the end of this year. In the past he has taught MSU's Advertising Campaigns capstone course, Consumer Behavior course, and Advertising & Society course (as well as some others). His specialty is Advertising & Society, which really is MSU's law and ethics of advertising class. He doesn't belong to a lot of organizations, but the primary one is the American Academy of Advertising. He is also part of the IAE Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

I took the certifications because they are relevant to my Advertising & Society class. Also, in that class I require my students to get the CEAS, as part of their course credit.

In addition, I have known Wally Snyder, a founder of IAE, for decades. I was around when he was developing the IAE ethical principles, so they've been a part of my professional life from the beginning.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

Since I don't practice advertising, my use is a bit different. I teach this area, so all of the principles are relevant to, and have an influence on, my teaching. If I had to identify anything I consider most fundamental, I would choose the thing that runs through both Principal 4 and Principal 6 : transparency.

Principle 4.

Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency.

Principle 6.

Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made.

Why is ethics important for advertising?

Ethical practice is about building TRUST. Advertising is communication, and if you can't trust what someone tells you they won't believe you. Without trust, real communication won't happen. Without communication, advertising won't function. So ethics is the platform upon which this entire profession is balanced.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

The ethical challenges are many, and constantly changing. But probably the most elemental challenge is education. Advertising used to be handled almost entirely by agencies that had training and standards regarding how not to misuse advertising, at least when it was on a national or international scale. Yes, there were many, many, small businesses that did their own advertising, with only the media (e.g., newspapers) to call attention to misuses, but the damage from those was confined to a local scale.

Today, thanks to the Internet, thousands of businesses are born every day, and all of them potentially can reach globally. Businesses are run out of basements and garages, mostly by people who have no knowledge of advertising law or ethics, yet they advertise their brands across multiple nations and a myriad of cultures. The challenge, then, is: how do we stem the flow of misleading, offensive, and horrific advertising claims from people who don't even realize they are crossing lines of propriety?

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Influence, Integrity, and the Future of Advertising: A Conversation with Cass Sunstein

Tue, 24 Jun 2025 03:08:49 GMT

When Harvard Professor Cass Sunstein speaks, people listen. One of the world’s leading voices on behavioral science, law, and ethics, Sunstein joins IAE President Andrew Susman for a timely conversation on trust, manipulation, and the future of advertising.

In a insightful video interview, IAE President Andrew Susman speaks with Harvard Law Professor Cass Sunstein, author of Nudge and Manipulation, about the ethical challenges facing modern advertising. Their conversation spans emotional appeals, AI, dark patterns, and the blurry line between persuasion and manipulation.

When Persuasion Becomes Manipulation

Sunstein began with a simple question: When does persuasion cross into manipulation? The key, he said, lies in how we think. Persuasion appeals to reason; manipulation exploits emotion and bypasses reflection.

“Appealing to someone’s joy isn’t necessarily manipulation,” Sunstein said, “but scaring someone into a decision, when reflection wouldn’t warrant fear? That’s where the line gets crossed.”

A Nudge ≠ A Shove

Sunstein clarified that not all nudges are created equal. A GPS suggesting a route or a label showing calorie content? Helpful nudges. A site quietly auto-enrolling users? That’s manipulation in disguise.

“Nudges are fine,” Sunstein emphasized, “as long as they’re transparent, truthful, and preserve freedom of choice.” If they start resembling sleight-of-hand magic tricks? Then, he warned, we’re entering the ethical shadows.

Dark Patterns, Easy In—Impossible Out

"Dark patterns," as Sunstein calls them, are designs that trap users into subscriptions or hide key terms. These are designs that make it incredibly easy to opt in and maddeningly difficult to opt out are not just a hassle but manipulation. These tricks erode trust and call for stronger ethical guidelines in digital design.

Can AI Be Ethical?

AI has the potential to help consumers make smarter choices if it’s designed ethically. Sunstein believes behavioral science can guide that process. “AI shouldn’t inherit our cognitive flaws. It should help us overcome them,” he said.

From Principles to Precision

The conversation closed with a bold vision: ethical codes that are dynamic, interactive, and AI-supported. Imagine an ethics agent embedded in ad systems, or a complaint database that flags manipulative patterns over time.

In a digital economy, trust isn’t just a virtue, but a business asset and competitive advantage. In a world where consumer trust is hard-won and easily lost, ethical advertising builds credibility, drives loyalty, and ultimately leads to better business.

“From manipulation to meaning, from principles to practice,” Susman concluded. “This is where advertising must go.”

Watch the full interview below.

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Trust Builders: Laura Small

Wed, 18 Jun 2025 16:45:00 GMT

Meet Laura! A member of our Trust Builders community and IAE Advisory Council.

Laura is the Executive Vice President of Human Resources at RPA. Alongside her work at RPA, she is part of the IAE Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

I am passionate about ethics in advertising. The content that the IAE presents and supports is critical for the future of our industry.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I am a firm believer in providing transparent and honest information to consumers and candidates regarding agencies and our clients. For me, one example is the posting of our agency diversity percentages on our website. It's important to me that candidates, prospective clients, and the general community understand that this is an area of focus for us, even though we have not yet reached our goals.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

Principle 1.

Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public.

Why is ethics important for advertising?

For advertising to be meaningful and relevant, it must be trustworthy and ethical. Organizations need to offer their products in a way that accurately and truthfully represents their value and benefits. As Simon Sinek says, "People don't buy what you do, they buy why you do it." So agencies and their advertisers have an obligation to provide consumers with the truth behind products, their potential benefits, and other information related to their use and value.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Consumers are becoming more savvy and now look to influencers and friends for product recommendations. Agencies can help advertisers regain the trust of their customers by being candid and open about their products and by listening to their consumers.

Can you share a time when you encountered an ethical dilemma? What were the business outcomes?

I have encountered many ethical dilemmas in my professional career—I sometimes refer to them as "inconvenient truths." Whether it is being honest with a candidate about why they were not selected for a position, or having a hard conversation about a client scope and the cost of their work, we can never go wrong when we tell the truth and behave ethically.

If you play the long game you will always do the right thing by doing what's right. I know that sounds cheesy but it's true!

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Bulletin #6: Ethical Choices Building the Future of Advertising

Thu, 12 Jun 2025 10:00:32 GMT

Dear members & partners,

The results are in: Trust pays dividends. Ethical brands grow faster.

Advertising professionals, take note: ethics isn’t just good practice, but good business.

Ethical companies see a 7.8% boost in shareholder value (Ethisphere, 2025), double the profitability (Torrey Project, 2019), and an 18% surge in sales as consumers reward trusted brands (IBE, 2003). Want to attract top talent? Ethical cultures draw 2x more Gen Z applicants (Deloitte, 2025). Plus, they lower legal and reputational risk (DOJ, 2025; Skadden Arps, 2023).

In today’s market, trust isn’t a nice-to-have. It’s a competitive edge.

Industry News

AI is reshaping ads with better targeting, but raises concerns over privacy, bias, and transparency. The IAPP urges industry-wide standards emphasizing governance, audits, human oversight, and consumer trust. Read more here.

Google will invest $500 million over 10 years to overhaul its global compliance program following shareholder lawsuit settlement. Plans include: new board-level compliance committee, executive oversight, and dedicated product compliance teams. The company denies wrongdoing; court approval is pending. Read more here.

Recent Axios analysis of the 2025 Harris Poll 100 found that overall corporate reputations dropped by 2.34 points. Firms like Patagonia, Costco, Microsoft and Apple, those that stayed true to DEI, enjoyed significant gains in public trust and perception. Read more here.

Campaign India argues that out‑of‑home media players can stand out not just by reach but also through ethical leadership, urging the industry to embrace transparency, responsible sourcing, and accountability as ways to rebuild credibility and differentiate in a crowded market. Read more here.

Coming Soon: A Landmark Briefing on Ethics, AI, and the Future of Advertising

In an upcoming interview, IAE President Andrew Susman sits down with Harvard Professor of Law Cass Sunstein, one of the world’s most influential thinkers on behavioral science, law, and ethics. They explore the fine line between ethical persuasion and deceptive practice in today’s advertising landscape.

This thought-provoking and timely conversation dives into what is classified as and the distinctions between manipulation and deception, how behavioral science could help design ethical artificial intelligence that can decide for users, thoughts on what makes for successful co-regulation, and much more.

Stay tuned for the full interview releasing this month on our YouTube channel and LinkedIn . You won't want to miss it!

New Study Strengthens Green Shield’s Scientific Foundation

Our partners in greenwashing accountability have published a peer-reviewed article in Ecology & Society, validating their framework against legal cases and activist use. The refined tool, now clearer and more actionable, strengthens the science behind IAE’s Green Shield program and our shared mission to stop deceptive environmental claims. You can read the full article here .

In less than 18 months, over 1,300 individuals at more than 135 different organizations have earned the Green Shield certification.

Ethics Certified Spotlight

Have you made a principled choice that paid off by winning business, earning trust, advancing your career, or strengthening your brand?

We’re collecting powerful, real-world stories where ethical action led to measurable success. Whether it was standing up for transparency, protecting a client, or pushing for honest messaging, you’ve proven that integrity performs. Your experience will inspire thousands across the industry, demonstrate the business case for ethics, and show the next wave of ethical champions what leadership really looks like.

Help us build a library of proof that ethics isn’t just idealistic, but truly effective. Submit your story today.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Trust Builders: Chris Degenaars

Wed, 04 Jun 2025 03:41:54 GMT

Meet Chris! A member of our Trust Builders community and IAE Marketing Co-Chair & Advisory Council.

Chris is the Global Digital Experience and Growth Associate Manager at Giant Group. Among many other things, at Giant he is responsible for shifting consumer perception from transactional to relational, fostering brand loyalty and community. He is also the IAE Marketing Co-Chair and part of our Advisory Council!

How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

Before I took the certifications, I never really knew that there was such thing as ethical (or unethical) advertising. I understood there's regulation, but not where ethics and the law cross-over. The certifications keep me updated both on where ethics and the law relate, where ethics rises above the law, and what red flags to watch out for. They have also empowered me to be confident in raising ethical concerns in my work, ensuring that I have the information needed to argue for/against a campaign or project.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

IAE Principles 4 and 8 are probably the ones I look to the most, but I try to always apply all of them.

Principle 4 is one I'm invested heavily in, because I have worked with influencers and professional athletes and know the importance of disclosures. Consumers have a right to know when someone has been compensated or gifted for their testimonial. Default to transparency is my motto.

Principle 8 is important for leadership to apply, because if your team is not allowed or encouraged to voice their concerns, then you risk problems down the road. Allowing your team to voice ethical concerns, and taking them seriously, is whaat great leadership looks like.

Why is ethics important for advertising?

Trust. People should be able to trust the advertising they see, whether a billboard, commercial, or influencer, it shouldn't be manipulating or misinforming the public about a brand/product. Ethics rise above the law.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

There are 3 key areas that have my attention right now.

1 - Data privacy. We live in a privacy paradox where consumers expect personalized experiences, but also are skeptical of trusting brands with their data. Rightfully so, I might add. Many brands and agencies are taking advantage of the lack of legal guardrails when it comes to data privacy, and are using data in highly unethical ways. I've been committed to not working with data brokers, only leveraging data explicitly given by the consumer, making sure the consumer has control of their data, and simplifying language around privacy.

2 - Influencer marketing. I believe influencer marketing is one of the most powerful ways to reach and engage with consumers, but I also believe it's the greatest risk to the integrity of advertising. Everyone from the influencer, to the manager, to the agency, to the brand should be enforcing clear disclosures in all of their content. Consumers have a right to know when an influencer was gifted a product or paid for their post, as it goes directly to the credibility of the post. Influencers have the right to get paid, as well, and disclosures don't take away the power.

3 - Culture-washing. While DEI has become a "negative" term for companies, there's no shortage of brands still willing to leverage culture when it helps their campaign. This is where the law and ethics divert, and ethics rises above the law. If you are going to tap into culture, you should also be making investments in that culture.

Can you share a time when you encountered an ethical dilemma? What were the outcomes?

One of the most common dilemmas I've faced centers around consent. I'm often asked if we can use customer data for different purposes, and have to push back to understand how we collected that data, did we make it clear this is what we're using it for, and is this fair to the consumer.

The mentality of "move fast and break things" is no longer okay. We must move intentionally and build trust, that's the opportunity and the strategy.

While this sometimes can get pushback from the person driving the campaign, ultimately it has been a net-positive. I'm able to help educate internal teams on why this matters, so we can build trust with our consumers.

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Trust Builders: Alexandre Callay

Wed, 21 May 2025 22:52:50 GMT

Meet Alexandre! A member of our Trust Builders community and IAE Advisory Council.

Alexandre is the North America Advertiser Director at RTL AdAlliance. He is responsible for driving global growth of U.S. brands across EMEA and USA by leveraging RTL Group and partner video solutions. He is also part of the IAE Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

Being part of a community that values ethics in advertising reinforces the belief that there can be no compromise when it comes to core values. I've often been baffled by individuals—both at a corporate and personal level—who seem indifferent to ethical standards. It sometimes leaves me wondering: am I the only one who still cares?

That’s why the work of the Institute for Advertising Ethics is so important. By promoting these values and building a community of like-minded professionals, they offer reassurance - and hope. Hope that the “fake it until you make it” mentality is not the norm, but rather a harmful mindset we must challenge every day.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

All of them matter, of course—but if I had to choose one word from Principle 9 , it would be trust. Trust is the backbone of everything and underpins all the other principles. Without trust, there is no true community—neither among marketing and advertising professionals nor with the general public, including consumers.

Principle 9.

Why is ethics important for advertising?

We sell ideas through communication—offering the hope of a better today or tomorrow through the products and services we promote. If we compromise this fundamental truth by lying, we reinforce the notion that everything is relative or can be justified. But if we truly care about ethics, we must acknowledge that some products simply shouldn’t be promoted—for ethical reasons.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Digital fraud takes many shapes and forms, compounded by the lack of accountability from those orchestrating these scams—and from those all too eager to believe in Santa Claus in August, delighted by the abundance of gifts without questioning their source or timing.

We want to highlight you too! Fill out this form to be featured on our Trust Builders Spotlight.

Join our growing Trust Builders community!

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Bulletin #5: Staying Ahead in Ethical Advertising

Thu, 08 May 2025 10:00:14 GMT

Dear members & partners,

As the advertising world evolves, so do the ethical challenges and opportunities for improvement. We’re sharing some latest news, expert insights, and IAE updates to help you stay informed and lead with integrity.

Industry News

Revolve and 3 of their influencers are facing a $50-million lawsuit alleging deceptive influencer practices for not disclosing their brand partnerships. Read more here.

UK HealthCare uses a misleading cancer survival narrative in an ad featuring climber Amity Warme raising ethical concerns about authenticity and emotional manipulation in healthcare advertising. Read more here.

Marketers must balance effectiveness with ethics when engaging young consumers online, emphasizing the need for transparency, consent, and responsible data practices to build trust and protect youth. Read more here.

Transparency, bias mitigation, and human oversight are key for integrating ethical AI practices within marketing agencies to enhance creativity and maintain client trust. Read more here.

IBM's AI ethics leader Francesca Rossi emphasizes that engineers must embed ethical considerations early in AI development to ensure responsible and trustworthy systems. Read more here.

Healthcare marketers must prioritize ethical data practices, ensuring transparency and patient trust as they navigate increasingly complex digital landscapes. Read more here.

Welcoming Alexandre Callay to the IAE Advisory Council

Alexandre Callay serves as the North America Office Director for RTL AdAlliance, a subsidiary of RTL Group, the leading entertainment company across broadcast, streaming, content, and digital. He spearheads strategic initiatives to expand the global growth of U.S. brands across the EMEA region and the U.S., leveraging RTL Group’s robust portfolio of video solutions and partnerships.

IAE In The News

Joe Mandese at MediaPost spotlights the launch of the IAE's new course: AI Integrity Shield. Read more here.

"The new AI program includes a 90-minute, self-administered series of online education and testing modules, which lead to the granting of a new AI Integrity Shield ad execs can use to show their certification." Read more here.

IAE Blog

The IAE is very excited to be brining you fresh content and exciting updates. Check out our newly launched blog. We are rolling out the Ethics Certified Spotlight highlighting IAE certificants and want to spotlight you too! Please fill out this form if you are interested in being featured.

Special Interest Groups led by our very own Advisory Council are coming soon sharing key insights in areas such as Advertising Law, Sustainability, AI & Data Privacy, and many more. Stay tuned!

AI Ethics Toolkit

The IAE aims to be an insightful resource to help practitioners maintain high standards of integrity in their work. This comprehensive toolkit offers insights into ethical considerations and best practices, addressing key issues like data privacy, algorithmic transparency, fairness, and bias. Whether you're just beginning to explore AI or looking to refine your current strategies, the AI Ethics Toolkit provides valuable guidance to ensure your advertising efforts align with ethical standards.

AI Integrity Shield

AI Shield is your essential course for integrity and transparency in the era of AI-powered advertising. Learn about AI best practices in advertising by enrolling here today!

Already CEAE or CEAS certified? You can take the course for FREE ! Simply contact us here with the name associated with your badge, and we'll send you an exclusive enrollment link.

Recertification Coming Soon

Many early adopters of IAE certifications are approaching their renewal dates and we are excited to share that recertification courses are on the way! Featuring updated content and fresh topics, these courses will ensure you stay ahead in a rapidly evolving industry.

While IAE certifications previously expired every two years, future certifications will now require annual renewal to reflect the fast-changing landscape of advertising best practices. Be on the lookout for more details on recertification, including special pricing and the official launch date.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Trust Builders: Anna R. McAlister

Mon, 05 May 2025 17:30:38 GMT

Meet Anna! A member of our Trust Builders community, Director of Curriculum & Assessment, and Board of Directors.

Anna is a Professor of Marketing at Endicott College. She teaches Consumer Behavior, Senior Thesis, and Business Analysis & Research and is actively involved with Endicott's Distributive Education Clubs of America (DECA) organization. She is also the Director of Curriculum & Assessment and part of the Board of Directors for the IAE!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

IAE certifications have been a wonderful addition to my teaching. Students in my Consumer Behavior class are required to complete Green Shield. I also recommended the CEAS course for our freshman Marketing course. I believe all marketing students can benefit from learning about the importance of ethics earlier in their academic careers.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

IAE Principle 8 is a really important principle. I think it is essential for employees in any field to feel comfortable raising the discussions about ethics without fear or any negative repercussions.

Principle 8.

Advertisers and their agencies, and online and offline media, should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns.

Why is ethics important for advertising?

Ethics is important because trust is pivotal to good consumer-brand relationships. Companies need to be honest about the goods and services they provide. Consumers deserve to feel confident in their decision making and also confident that they will be respected in terms of their rights (to privacy, fair play, etc).

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

Data privacy is a huge issue. Everyday consumers don't really understand how their data are being used (sometimes used against them). The issue of data privacy can be overcome by (a) leveling the playing field (i.e., educating consumers on the value of their data and how their data may be used to manipulate them) and (b) providing opt-out options wherever possible.

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Trust Builders: Thomas Mercier

Mon, 21 Apr 2025 23:32:21 GMT

Meet Thomas! A member of our Trust Builders community and IAE Marketing Co-Chair & Advisory Council.

Thomas is the Director of Media Operations at WildBrain focusing on media strategy and leading their activation efforts! He is also the Marketing Co-Chair for the IAE and part of our Advisory Council!

How have the IAE's certifications impacted you, your career, and your approach to ethical advertising?

The IAE certifications had a meaningful impact on my career as they served as a valuable refresher on the ethical standards needed to navigate regulations and ensure things are done the right way, internally and externally.

In today’s fast-paced world, it’s easy to look for shortcuts, but when it comes to ethics in advertising, there are no shortcuts: Responsibility and integrity matter every step of the way.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I apply all of IAE's Ethical Advertising Principles and Practices into the work I do because they are all interconnected.

Why is ethics important for advertising?

Ethics is important for advertising because trust is the real currency of advertising. Deceptive ads might sell today, but integrity keeps customers coming back tomorrow. Play the long game! Honest brands win.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

The biggest ethical challenges in advertising today are privacy, transparency, and manipulation: Ads track us, stretch the truth, and sometimes play on our emotions a little too much.

The fix? Honesty, clear disclosures, and giving consumers real control over their data. Respect the audience, and they'll respect the brand.

Can you share a time when you encountered an ethical dilemma? What were the business outcomes?

A few years ago, I had the option to use a tech partner whose technology could listen in on consumers. While it wasn’t illegal, the fine print raised too many red flags and it didn’t sit right with me. Instead of chasing short-term gains, I chose to prioritize user privacy and transparency.

Over the years I've noticed the trade-off is always the same: Compliance, integrity, and long-term trust vs. short-term profit.

Making the ethical choice builds stronger industry relationships, fosters brand credibility, and ensures compliance with evolving regulations.

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Trust Builders: Andy Soriano

Wed, 09 Apr 2025 16:11:29 GMT

Meet Andy! A member of our Trust Builders community.

Andy recently earned her Bachelor's degree in Business Administration with a concentration in Marketing from California State University, Northridge. Andy has gained hands-on experience as the IAE's first Digital Marketing Intern and is now an Assistant Media Planner for Digital Media Strategy at RPA Advertising.

How have the IAE's certifications impacted you, your educational career, and your approach to ethical advertising?

IAE’s certifications have been instrumental in refining my skills as both a student and a marketer. These courses have allowed me to bridge the gap between academic theory and real-world application, enhancing my understanding of marketing’s ethical landscape. More than just educational tools, they serve as powerful reminders of the ethical standards that uphold industry integrity and protect consumer rights, critical principles for any marketing professional.

What was the most valuable lesson you learned from the certification(s)?

IAE Principle 6 delivers a powerful message about the importance of privacy and transparency—two cornerstones of ethical marketing. Transparency isn’t just a best practice; it’s the foundation of trust, and trust is what builds truly great brands. This principle challenges industries to uphold high ethical standards, and allows consumers to have a choice while highlighting the immense influence advertising has over consumers. Rather than exploiting that power, marketers should harness it with integrity, ensuring transparency remains a top priority for the benefit of all.

Principle 6.

Why is ethics important for advertising?

Ethics in advertising is essential because no one wants to be misled, especially when placing their trust in a product, service, or brand. Honesty and integrity should be the foundation of any marketing strategy, setting clear standards for what’s right from the very start. A strong ethical compass not only protects consumers but also safeguards a brand’s reputation. When companies prioritize transparency and fairness, they cultivate trust, build lasting relationships, and create a stronger, more responsible industry.

What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

One of the biggest ethical challenges in advertising today is the tendency of some companies to invest more effort in deceiving consumers rather than choosing the ethical path. While cutting corners may seem like the easier route in the short term, it often leads to bigger problems down the road, such as damaged trust, lost customer loyalty, and the costly task of rebuilding a tarnished reputation. The key to overcoming these challenges lies in proactive education and strong ethical standards from the start.

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Building Trust in Advertising: Insights from the FTC

Thu, 06 Mar 2025 21:23:56 GMT

As deceptive advertising tactics continue to evolve, Serena Viswanathan, Associate Director at the FTC, provides insights into emerging trends in false advertising, the effectiveness of self-regulation, and the critical role of ethical business practices.

For Serena Viswanathan, protecting consumers from fraud and scams, especially in the health industry, was the driving force of her career. She considers herself lucky to have found a place at the Federal Trade Commission (FTC) where she can turn that passion into action.

With 25 years at the FTC, Viswanathan has seen firsthand how deceptive advertising evolves with new technology and media. Today, Artificial Intelligence (AI), user-generated content (UGC) reviews, and social media ads present new challenges. As deceptive marketing tactics become more sophisticated and widespread, the FTC is working to tighten regulations and build stronger consumer protections.

The Fight Against Digital Deception

Tracking misleading ads in the era of personalized advertising and viral marketing is no small feat. Social media platforms amplify the reach of deceptive claims, making them harder to catch. To combat this, the FTC relies on a range of tools, including its consumer complaint database, to monitor and take action against false advertising.

But protecting consumers isn’t just about enforcement. It’s about education. The FTC actively engages with businesses and consumer advocates to spread awareness of advertising laws. One challenge? Many new market entrants simply don’t know the rules, making outreach even more critical.

The Role of Self-Regulation

Can industries effectively regulate themselves? That’s a question the FTC constantly revisits. Viswanathan emphasizes in order for self-regulation to be meaningful, it must result in real marketplace change. Independent programs and certifications, high standards, and effective enforcement are crucial to ensuring consumer protection isn’t just a checkbox, but a true safeguard.

Viswanathan leaves us with a powerful reminder:

“Ethics is the most important aspect of the job… you can never go wrong by taking the high road and taking the ethical position.”

As the landscape of advertising continues to evolve, one thing remains clear—protecting consumers requires vigilance, adaptability, and a steadfast commitment to integrity.

Watch the full interview below.

Join our growing Ethics Certified community!

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Bulletin #4: Strengthening Ethics Through Collaboration

Thu, 06 Mar 2025 18:35:40 GMT

Dear members & partners,

The IAE serves as a bridge between consumers, industry, and government, collaborating to strengthen advertising ethics and the systems that uphold them. As our community of certificants and partners expands, we’re gearing up to share exciting updates and fresh content!

IAE & FTC: Advancing Ethical Advertising Together with Government

Late last year, IAE President Andrew Susman sat down with Serena Viswanathan, Associate Director at the Federal Trade Commision (FTC), for a critical conversation on consumer rights, fair market practices, and the integrity of the advertising ecosystem.

The discussion highlights the FTC’s commitment to educating businesses on ethical advertising and the role of self-regulation in achieving industry-wide trust. The IAE remains dedicated to collaborating with government leaders to ensure that ethical standards in advertising align with evolving regulatory priorities.

The interview is now available to watch below or you can read about it on our blog .

Corporate Leaders: Scaling Trust Across the Industry

Procter & Gamble continues to lead in ethical advertising, appointing 20 Trust Ambassadors to drive IAE Professional Certification adoption across the company —reinforcing its commitment to trust and integrity.

A special thank you goes out to IPG Mediabrands for Elevating Ethical Leadership. Congratulations to Andy Deharo, Global Director, Client Confidentiality & Privacy, on achieving a CEAE certification! We also want to recognize Dave Byrne, Eileen Kieran, Brandy Loos, Sean Muzzy, and the IPG team for their commitment to transparency and ethical standards.

With half of the major agency holding companies now integrating ethical frameworks, trust is now more than ever a business imperative and competitive advantage. P&G and IPG’s leadership underscores that ethics goes beyond compliance—shaping a culture of integrity that resonates industry-wide.

Welcoming Dr. Juan Mundel to the IAE Advisory Council

Dr. Mundel , Associate Professor of Advertising and Public Relations at Michigan State University, and our latest Certified Ethical Advertising Executive, is a leading expert in consumer behavior, media effects, and multicultural advertising. As Editor of the Journal of Advertising Education, the field’s most prestigious academic journal, he brings top-tier scholarly insight, unparalleled connectivity, and curricular capability to the intersection of consumer and industry behavior.

The Broader View: Professional Ethics as a Multi-Stakeholder Imperative

IAE's mission is to serve as a trusted reference for advertising professionals and the industry , connecting market participants, civil society, and government to establish ethical best practices. With the support of our Advisory Council—comprised of leaders known for their integrity—we continue to expand our programs and partnerships.

The IAE is an independent , 501(c)(3) educational foundation dedicated to promoting ethics in advertising through academic and professional education. Our operations are funded entirely through certification programs and voluntary contributions from individuals and companies—without relying on any taxpayer dollars. This financial independence allows us to uphold and advance ethical standards, raising the bar across the industry.

With 4,000+ certificants across 140+ companies , the movement is growing. Ready to make a difference? Join us! Support IAE through certification or contribution and help shape the future of ethical advertising.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

1. Get Certified: We encourage you to advance your professional development by completing the Certified Ethical Advertising Executive (CEAE) course and our free Green Shield course for greenwash prevention.

2. Prevention Toolkit: Equip your company with the tools to foster real environmental change, enhance brand integrity, and build trust with consumers by using our Greenwash Prevention Toolkit .

3. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

4. Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Bulletin #3: Advancing Ethics Through Research & Practice

Thu, 12 Dec 2024 20:02:43 GMT

Dear members & partners,

Two recently published studies in the prestigious Journal of Advertising Education validate the transformative impact of IAE’s Certification programs, highlighting their role in raising the bar for talent, companies, and ethical advertising practices.

What sets this research apart is its peer-reviewed status, which ensures that findings meet the rigorous standards of academic integrity outlined in the Singapore Statement on Research Integrity. Incidentally, this places the CEAE program’s research at a higher standard than typical advertising research, which, for instance, lacks peer review.

As Dr. Anna McAlister, IAE’s Director of Curriculum and Assessment, highlights, this research demonstrates how the CEAE program equips advertising professionals to navigate complex ethical challenges confidently and honestly. These peer-reviewed studies provide a reliable, validated foundation for advancing ethical practices, showcasing the IAE’s commitment to credible, evidence-based solutions.

Michigan State University Study ( McAlister, A. R., Richards, J. I., & Torrance, A. T. (2024)). Certified Ethical Advertising Executive: An Online Tool for Teaching Advertising Ethics . Journal of Advertising Education.

CEAE graduates showed significant improvements in 9 of 12 key metrics , including confidence in identifying unethical practices and belief in the importance of ethical advertising. On a 5-point scale, confidence scores jumped from 3.89 to 4.20, an 8% increase based on the CEAE alone .

University of Colorado Study (Schauster, E. (2024)). Doing the Right Thing and Moral Education: Impacts of CEAE Certification on Advertising Professionals . Journal of Advertising Education.

A study by Professor Erica Schauster from the University of Colorado reveals the transformative impact of CEAE certification. Participants achieved an average N2 score of 43.02 , a measure of advanced ethical decision-making and moral development.

A Growing Community of Peers

We are excited to share that 3,500 professionals across 140 companies and a dozen universities have achieved certification. These milestones reflect the growing commitment to ethical advertising and the ever-increasing currency of the certifications.

Are you ready to become one of the 3500+ professionals certified? Start 2025 off strong by becoming a Certified Ethical Advertising Executive here .

Coming Soon: AI Ethics Shield

To address artificial intelligence's unique challenges, the IAE is developing the AI Ethics Shield, a pioneering framework to help organizations navigate the ethical complexities of AI deployment in advertising.

This new certification—expected to launch early in Spring 2025—will equip practitioners to understand the ethical dilemmas surrounding AI-powered personalization and data privacy issues, AI-generated content, deepfakes, and AI agents and autonomous workers.

Enhancing Access Through Technology

To enhance learning and accessibility, the IAE has transitioned to Kajabi software. This upgrade ensures seamless access to our certification programs, making ethical education more convenient for professionals worldwide.

The IAE website has also been redesigned to provide industry professionals and students easier access to the resources being deployed. Take a look at the new website at IAEthics.org .

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Bulletin #2: Advancing Advertising Ethics Together

Thu, 26 Sep 2024 04:40:53 GMT

Dear members & partners,

We are thrilled to announce a significant milestone for the Institute for Advertising Ethics: Executives at over 100 companies now hold IAE certifications , totaling over 3,000 certifications across the industry . This surge reflects the growing commitment to ethical advertising practices. A special acknowledgment goes to all of the collaborators on Green Shield for their exemplary adoption and promotion of our certification program.

Proctor & Gamble's Rollout

We are proud to announce that Procter & Gamble has now deployed the Certified Ethical Advertising Executive (CEAE) course, making it accessible to all P&G Brand Builders via P&G Brand University. P&G’s leadership and commitment set a powerful example in prioritizing ethical standards within the industry.

Do you want to explore rolling out IAE certifications at your company? Get in touch with us today!

Introducing the Institute’s New Advisory Council & Board Members

We are delighted to welcome the below esteemed professionals who have stepped into new roles within the IAE. These distinguished members, who previously served on our Advisory Council, have joined Andrew Susman (President) and Dr. Anna McAlister (Director of Curriculum & Assessment) on the Board of Directors. We are grateful for their willingness to step into these expanded roles and contribute their talents to our continued growth.

Christine Arena , Founder & Producer at Generous Films

Ben Downing , Global Managing Director, Ethical Media & Strategic Partnerships at Havas Media Group

JoAnn Stonier , Executive Vice President & Fellow at Mastercard

Tom Denford , CEO of ID Comms

As these individuals move up to our Board of Directors, we are equally delighted to welcome a new group to our Advisory Council. Their expertise and swift action are already proving invaluable, and we are excited to leverage their talents in our ongoing initiatives.

Chris Degenaars , Global Associate Manager of MarTech & Consumer Engagement at Giant Cycling Group and Founding President of AAF Los Angeles

Jeffrey Greenbaum , Managing Partner of Frankfurt Kurnit

Dr. Dana S LaFon , Disinformation Specialist, National Security Agency

Laura Small , SVP People Director at RPA

Thomas Mercier , Former Director of Innovation and Programmatic at Activision

A special acknowledgment goes to IAE Advisor David Bell for his continuing role in ensuring that our leadership aligns with the ambitious goals of the IAE.

We also want to extend a heartfelt thanks to the outgoing members of the Advisory Council, including Wally Snyder and Linda Thomas Brooks , from our Board of Directors.

As we celebrate the continued success of the IAE, it is only fitting that we recognize Wally, our esteemed founder. With an unwavering commitment and vision, Wally laid the foundation for the IAE. His years of leadership, dedication, and passion have left an indelible mark on us all. As Wally steps into retirement, we extend our deepest gratitude for everything he has done. Wally’s legacy will continue to inspire and shape the IAE. We wish him all the best in this new chapter.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

Bulletin #1: Innovations Driving A Race to the Top

Wed, 19 Jun 2024 21:48:50 GMT

Dear members & partners,

As we continue to equip advertising professionals with on-demand ethical tools and training to increase trust, reduce risk, and achieve sustainable growth, we are excited to share the latest initiatives and developments from the Institute for Advertising Ethics in Bulletin #01.

Green Shield Launch

In response to the urgent need for integrity in climate communications, we launched the Green Shield program in February of this year.

Since then, we have been certifying and delivering toolsets to thousands of professionals and have obtained support by industry bodies such as the Alliance for Audited Media (AAM), the American Association of Advertising Agencies (4A's), Association of National Advertisers Educational Foundation (ANAEF), the Public Relations Society of America (PRSA). the American Advertising Federation (AAF) and more.

This initiative sets a new benchmark for preventing greenwashing, combining peer-reviewed science with comprehensive training and broad industry consensus.

Instigating a Race to the Top With Certification, Innovation, & Co-Regulation

We are championing a transformative Co-Regulatory framework to rectify the failures of self-regulation in digital media.

Historically, media self-regulated effectively for a century, but since 2000, the digital landscape has been plagued by fraud, misinformation, privacy violations, and harmful algorithms due to warped market designs, regulatory passivity, and perverse incentives.

Our new approach prioritizes Citizen-Consumers and involves government collaboration, employing safeguard devices and compliance technologies. This framework aims to eliminate conflicts of interest and perverse incentives, combining the speed and flexibility of self-regulation with robust oversight.

Utilizing successful Co-Regulatory models from other sectors and countries, the IAE is redefining media regulation, addressing the urgent need for ethical and accountable advertising practices. The era of cosmetic self-regulation is over, and the IAE’s leadership in Co-Regulation offers a path forward, ensuring a healthier media environment that benefits consumers and the industry alike.

Now is the critical moment for this initiative, as macro factors align to support this essential regulatory evolution. The systemic challenges we face today are too complex to be addressed by a few individuals making unilateral decisions. Instead, we must foster cooperation and collaboration, bringing together diverse insights, ideas, and inspirations to solve these complex issues and create sustainable value. This is why the IAE emphasizes a Co-Regulatory approach, involving input from various stakeholders to effectively tackle the multifaceted problems facing our industry today.

Stay Involved

Wondering how you can stay involved with the IAE and the work we're doing?

2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.

3.  Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today !

Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!

Best,

The Institute for Advertising Ethics

iaethics

Bulletin #11: Trusted Advertising in the Age of AI

A Moment Without Priors

Structure Built for What Comes Next

Your Invitation: Trusted Advertising in the Age of AI ﻿

Momentum in Practice

Looking Ahead

Trust Builders: Louis Jones

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How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

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Trust Builders: Dana Blanco

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Trust Builders: Lorraine Stewart

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Bulletin #10: Updated Principles for the AI Era: Re-Anchoring Trust in Advertising

Building Trust at Scale

New Principles for the AI Era

Strengthening Leadership for the Moment Ahead

Educating the Next Generation

Invitation: Trust Builders

Looking Ahead: AI Integrity Day — April 22

Bulletin #9: Momentum Grows: Leaders Unite to Build Trust in Advertising

Building Trust at Every Touchpoint

Global Ethics Day 2025: Building Trust at Every Touchpoint

Leading the Next Era of Ethical Leadership

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Building a Culture of Compliance: From Policy to Practice

Panel Explores Global Ethical Frameworks Guiding AI and Advertising

Experts Debate “Where to Draw the Line” in Advertising Ethics, AI and Authenticity

Fireside Trust Performance and Ethics in Action

Dr. Juan Mundel Speaks About Rebuilding Trust in Advertising at IAE Global Ethics Day

Experts Highlight Role of Ethics Education and Self-Regulation in Advertising Industry

Trust Builders: Charlotte Woodcock

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Principle 9.

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Trust Builderes: Max Kalehoff

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Trust Builders: Camila Corado

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Principle 5.

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Bulletin #8: Ethics Is Your Edge and We've Now Got Proof

CEAE Wins Highest Academic Honor

MediaPost: “Got Ethics?”

Why It Matters

CEAE Research Webinar

Global Ethics Day 2025: Save the Date!

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Trust Builders: Ken Zinn

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Principle 9.

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Trust Builders: Philip Cowdell

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Bulletin #7: Bold Voices, Smarter Certification, & What's Ahead

Welcoming Phil Cowdell to the Advisory Council ﻿

Torn from the Pages of Advertising Age

CEAE 2.0 Release: An Hour of Power

Preview: Influencer Certification Is Coming

Share Your Win: When Doing Right Works

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Trust Builders: Sarae Perez

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Trust Builders: Jef Richards

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Your Invitation: Trusted Advertising in the Age of AI

Welcoming Phil Cowdell to the Advisory Council

Industry News

Industry News