In this episode of Creative Futures, IAA Benelux Executive Director Stephanie Manning sits down with Tudor Manda from the European Advertising Standards Alliance (EASA) for a candid conversation about the evolving role of self-regulation in the age of AI-powered advertising. From cross-market coordination to industry-wide frameworks, Tudor brings clarity to a complex and fast-changing topic.
The Role of EASA in AI Self-Regulation
Tudor explains how EASA’s role is not to define the ethical boundaries of AI in advertising from scratch, but to provide practical tools and support. This includes education, standard-setting, and working with local advertising bodies to adapt AI standards.
“We provide guidance, set standards where there aren’t any, educate and train… and again, going back to monitoring ads – this is something that AI does very well.”
The ‘Catastrophic Dilemma’ of AI Labelling
To label or not to label, that’s the serious challenge of labeling AI-generated ads and it’s still evolving. Tudor describes this as a ‘catastrophic dilemma’ because while the need is recognized, implementation is difficult in practice.
“It is, quote unquote, a catastrophic dilemma because it is something new and fast evolving… We know we want some sort of labeling, the AI act paves the way for it. Collectively, we’re reflecting now on the use cases, and it all boils to implementation.”
Challenges Across European Markets
Rolling out AI ethics guidance is complex across 26 markets. Tudor highlights the dual challenge of maintaining cohesive European guidance while respecting national enforcement mechanisms and cultural expectations.
“The enforcement mechanisms are obviously at national level… different legal frameworks, different cultural perceptions around what AI is, what AI should do.”
Can Self-Regulation Keep Up?
When asked if self-regulation can keep pace with AI innovation, Tudor makes a compelling case: it’s the fastest and most adaptive approach available, especially compared to slower-moving legislation.
“Self-regulation happens very quick relative to anything else… It may seem slow, but it’s because we’re taking a broad multi-stakeholder approach.”
The Role of Consumer Feedback
Consumers play a central role in how AI advertising guidelines evolve. Tudor outlines how most complaints to self-regulatory bodies originate from the public, offering vital insight into emerging concerns and expectations.
“90% of complaints are lodged by consumers for free… That just naturally gives [SROs] an insight of what consumers are expecting.”
Best Practices in Action
Tudor highlights real-world examples of ethical AI in advertising, including IAA Benelux’s own manifesto, and the German ZAW’s discussion paper that includes a monkey ad case study, to illustrate how transparency and trust are being built across markets.
“If it’s undisputably self-evident [an ad is AI-manipulated], there’s no need per se for it to be labeled.”
The Ideal Future Framework
Looking ahead, Tudor envisions a collaborative, living document that sets industry-wide AI standards without stifling innovation. The goal: transparency, truthfulness, and clear guidelines tailored to each sector.
“It needs to be transparent. It should not mislead. It needs to be legal, decent, honest and truthful.”
Listen to the full episode on Spotify to hear more about EASA’s collaborative work, the nuances of labeling AI content, and how industry leaders are navigating AI ethics across borders.
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