In a new brief titled Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis, the Department of Global Communications and the Conscious Advertising Network caution that unchecked AI adoption in advertising is accelerating risks across the whole digital information ecosystem.

The brief notes that the advertising industry sits at the centre of how information flows online, with its spending decisions influencing which content is produced, amplified and monetised.

As AI tools become embedded in media buying and content generation, those dynamics are intensifying.

“Advertising funds the systems that help shape what people see, trust and believe,” said Charlotte Scaddan, UN Senior Adviser on Information Integrity.

“Without swift action and guardrails, AI risks accelerating the breakdown of information ecosystem integrity. Advertisers have the power to help fix it.”

Risks multiplying

The brief highlights several growing risks.

AI is accelerating the spread of disinformation, hate speech and polarising content, while advertising revenue continues to fund online material – regardless of its quality or accuracy.

At the same time, a lack of transparency in how AI-driven advertising systems work is raising concerns about fraud and inefficiency.

The rise of AI-generated content also threatens the viability of independent journalism, the report notes, warning that declining trust in digital environments is already undermining the effectiveness of ad campaigns.

The brief stresses that these are not only societal concerns but direct business risks. As audiences lose trust in the platforms where ads appear, engagement drops and returns on investment decline.

“Brands are under pressure to move fast on AI, but doing so without guardrails risks undermining the very environments their marketing depends on,” said Harriet Kingaby of the Conscious Advertising Network – a global coalition advancing responsible advertising.

“This is not about slowing innovation – it’s about making sure it works for business and society.”

Call to action

The UN briefing calls on policymakers to align governance frameworks for AI and advertising with international standards on information integrity, and to work with industry and civil society to improve transparency.

For advertisers, it recommends demanding greater visibility across AI supply chains, prioritising quality media environments and using financial leverage to push platforms towards creating stronger safeguards for users and consumers.

Evidence cited in the brief suggests that improving transparency in media buying can deliver double-digit gains in advertising performance – underscoring that responsible practices can also align with good business.