Can Advertising Stay True to Its Values in the Age of AI?

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The advertising industry is in the midst of a revolution, driven by the rapid advancements in AI and emerging technologies. These tools are transforming how we create, distribute, and consume content, offering unprecedented opportunities—but also posing significant ethical challenges.

As a professional deeply invested in the future of our industry, I was recently invited by the Center for International Private Enterprise (CIPE) to serve as a resource person in a discussion on information integrity in the Philippines. Though I am not an expert in journalism or policy building, our conversation highlighted critical insights that everyone in advertising and marketing should consider as we adapt to this complex landscape.

Disinformation as a Growing Threat to Our Industry

Disinformation is becoming increasingly pervasive in the Philippines, especially during politically charged periods like elections. With upcoming elections scheduled for October and May, the threat of troll farms and coordinated disinformation campaigns looms large.

These groups have become more sophisticated, leveraging advanced technologies to spread false information quickly and efficiently. For example, during the 2019 elections, disinformation campaigns targeted political figures and institutions, with false narratives and manipulated content spreading rapidly across social media platforms. This disinformation not only misled the public but also had the potential to harm the reputations of various brands that were indirectly associated with these political narratives.

This challenge is also significant to various advocacies, including those close to my heart—LGBTQ+ inclusivity and neurodiversity. As a neuroqueer individual, I understand firsthand the complexities involved in combating disinformation that targets marginalized communities.

Misinformation can quickly undo years of progress by perpetuating harmful stereotypes and stigmatization. A 2021 study by GLAAD revealed a troubling spike in disinformation about LGBTQ+ issues during Pride Month, leading to increased stigmatization and harassment.

However, the digital landscape is a double-edged sword.

While these platforms can amplify harmful narratives, they also offer unprecedented opportunities to challenge and dismantle stereotypes. For instance, discussions on gender and inclusivity have gained momentum globally, including in the Philippines. The representation of athletes like Hidilyn Diaz, our first Olympic gold medalist and a female weightlifter, and Carlos Yulo, a world champion gymnast, has sparked conversations about breaking gender stereotypes in sports. The visibility of LGBTQ+ athletes like openly lesbian boxers Nesthy Petecio and Aira Villegas has brought pride to the lesbian community. Their achievements have made them role models and advocates for greater acceptance in traditionally conservative spaces. These situations demonstrate how digital platforms can be leveraged to shift perspectives and drive meaningful change.

Navigating the Challenges of Digital Platforms

Digital platforms have transformed the way we share information, but they also come with significant risks.

Sensationalized or misleading content often gains more traction than fact-based information, posing challenges for industry professionals.

The same platforms we use to amplify positive messages can be exploited to spread disinformation.

For example, in 2022, fashion brand Balenciaga faced a major PR crisis after their ad campaign was widely condemned for featuring unsettling imagery involving children and inappropriate items. The controversy quickly escalated on social media, leading to widespread backlash and conspiracy theories, which severely damaged the brand’s reputation. This incident highlights how crucial it is for reputation management to be proactive and integrated into digital strategies from the start, rather than merely reactive

AI and Emerging Technologies Offer Both Opportunities and Risks

AI and emerging technologies are reshaping the information landscape, offering both opportunities and challenges. While AI can help detect and combat misinformation, it also facilitates the creation of deepfakes and other forms of highly convincing disinformation. The creative and marketing industries are at the forefront of this technological revolution. AI tools can enhance our work, from automating content creation to optimizing ad targeting, but they also raise ethical concerns.

How do we ensure AI-generated content remains truthful? And how do we protect our clients from the misuse of these technologies by malicious actors?

Upholding Values in Advertising: Lessons from the Gil Tulog Controversy

As we move through this AI-driven era, the importance of upholding values in advertising has never been more essential.

A stark reminder of what can go wrong when these values are disregarded is the recent Gil Tulog controversy. This marketing campaign, which depicted the phrase "Gil Tulog" on altered street signs as a humorous play on the Filipino word for sleep ("tulog"), quickly spiraled out of control. The campaign, intended to promote a sleep supplement, was criticized for being disrespectful to the legacy of former Senate President Gil Puyat, whose family filed complaints over the misuse of his name (Rappler, TV5 News).

The backlash against this campaign offers a crucial lesson for our industry: in our pursuit of innovation and success, we must never lose sight of the core values that should guide our work. The temptation to chase virality or fame can be strong, but we must resist being distracted by the allure of quick wins. Instead, we should remain committed to integrity and consider the long-term impact of our actions.

The Role of the Ad Standards Council and the Importance of Self-Regulation

In an industry where creativity often intersects with ethical concerns, the Ad Standards Council (ASC) plays a vital role in maintaining the integrity of advertising practices in the Philippines. The ASC sets guidelines that prevent the spread of disinformation through advertisements, ensuring that marketing communications are truthful, accurate, and socially responsible. The need for industry self-regulation cannot be overstated.

Brands and agencies must not only adhere to these guidelines but also practice self-regulation by carefully choosing clients and projects that align with their ethical standards. Engaging in unethical practices or endorsing misleading content not only risks damaging a brand's reputation but also erodes public trust in the industry.

Promoting Filipino Values: The ARAW Values Awards

The importance of ethical advertising is further emphasized by initiatives like the ARAW Values Awards, which incentivize and recognize campaigns that promote the seven cornerstone values of the Filipino community:

Love of God and respect for all religious beliefs,

Commitment to truth, honesty and justice,

Love of country and respect for national customs and traditions,

Reverence for family unit, or marriage, or responsible parenthood,

Respect and care for human life and dignity and rights of all,

Respect for law and authority and promotion of self-discipline,

Concern for and preservation of the environment.

(Advertising Foundation of the Philippines).

These awards remind us that our industry has the power to influence public opinion and societal norms.

By honoring campaigns that embody these values, the awards encourage brands and agencies to produce content that is not only creative but also socially responsible and aligned with the cultural and ethical standards of the Filipino community.

Building a More Ethical Industry in the AI Era

As we advance into this AI-driven future, it's clear that AI will continue to shape how we create and distribute content. However, with great power comes great responsibility.

Brands, as major influencers, have a responsibility to use their platforms for good. They must ensure that the content they produce is truthful, respectful, and aligned with the values they profess to uphold. Agencies must commit to ethical practices, choosing clients who share these values and refusing to engage in campaigns that compromise integrity.

Our agency, Vitalstrats Creative Solutions, works exclusively with clients who align with our values, and we do not engage with brands or create campaigns that conflict with the principles we promote.

I urge my colleagues, partners, and friends to join me in this conversation.

How do we, as industry leaders, balance innovation with ethical responsibility?

How can we ensure that the content we create is both engaging and truthful?

And how can we better educate the next generation to value accuracy over virality?

These questions are difficult, but they are essential. Let’s continue to push the boundaries of what’s possible in our work while staying grounded in the values that define us. Together, we can shape a more truthful and transparent information landscape.