US-based Alliance for Audited Media (AAM) and the UK’s ABC, two independent media assurance organisations, have announced a partnership to educate, elevate and validate the responsible use of AI across the media and advertising industry.
Media organisations face growing expectations from audiences, advertisers and regulators about how AI is used and governed. Questions regarding disclosures, data protection and accountability are accelerating the need for clear guidelines, greater transparency and independent assurance around responsible AI practices, says ABC.
AAM and ABC’s partnership will provide a consistent global framework based on Eight Pillars of Ethical AI, with guidance and assessments tailored to regional requirements. This approach ensures certification is grounded in common principles while taking account of local regulations and industry expectations.
“When AAM developed the Eight Pillars of Ethical AI, we worked with our members to give organisations a practical way to adopt AI responsibly while maintaining the trust of advertisers and audiences,” said Rich Murphy, AAM CEO, president and managing director. “Partnering with ABC is an exciting step towards creating a global framework.”
“We’re delighted to partner with AAM, combining our expertise in independent media auditing to deliver a consistent international approach to Ethical AI Certification while reflecting the needs of different markets,” said Simon Redlich, chief executive at ABC. “As AI uptake grows, so does the need for independent assurance. Through this partnership, we can highlight organisations with responsible AI practices and give their partners greater confidence in how AI is governed and used.”
For publishers, advertising technology providers and agencies, certification provides independent validation that their AI policies and practices align with industry guidelines and best practices. Certified organisations receive a seal to signal trust with customers and business partners, added ABC.
Advertisers and media buyers gain greater insight into how their partners govern AI to make more informed decisions about the business partners and technologies they choose to work with, ABC continued.
There is growing support for independent AI certification in the industry. The Q1 2026 ANA Programmatic Transparency Benchmark found that “AI slop” — low-quality content created solely for monetisation — may account for as much as 2.4% of programmatic spend on the open web. The report also endorses the role of certification in promoting responsible AI practices, stating: “Emerging certification frameworks such as the AAM Ethical AI Certification provide a credible mechanism for distinguishing responsible AI use from low-value content at scale.”
The Eight Pillars used in the international framework are: policies and governance; transparency and disclosure; rights and permissions; accountability and human oversight; bias and fairness; privacy and data protection; training and education; and risk management and adaptation.
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