UN Warns AI Ads May Deepen Global Info Crisis

Artificial intelligence in advertising risks accelerating a global crisis in information integrity.

With global advertising spending exceeding $1 trillion annually, the United Nations on Wednesday highlighted the growing influence of major brands in shaping the future of artificial intelligence, warning that inaction could deepen a global information integrity crisis.

A new brief titled Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis, released by the Department of Global Communications and the Conscious Advertising Network, warns that unchecked AI adoption in advertising is increasing risks across the digital information ecosystem.

The brief notes that the advertising industry plays a central role in how information flows online, with spending decisions influencing which content is produced, amplified, and monetised. As AI tools become more integrated into media buying and content creation, these dynamics are intensifying.

“Advertising funds the systems that shape what people see, trust and believe,” said Charlotte Scaddan, UN Senior Adviser on Information Integrity. “Without swift action and safeguards, AI risks accelerating the breakdown of information ecosystem integrity. Advertisers have the power to help fix it.”

Rising risks

The brief highlights several emerging risks. AI is accelerating the spread of misinformation, hate speech, and polarising content, while advertising revenue continues to fund online material regardless of its accuracy or quality.

It also raises concerns about a lack of transparency in AI-driven advertising systems, increasing risks of fraud and inefficiency. In addition, the rise of AI-generated content could threaten independent journalism, as declining trust in digital platforms undermines advertising effectiveness.

These challenges, the report stresses, are not only societal concerns but also commercial risks. As trust in digital environments declines, audience engagement falls, reducing returns on advertising investment.

“Brands are under pressure to adopt AI quickly, but without safeguards, they risk damaging the very environments their marketing depends on,” said Harriet Kingaby of the Conscious Advertising Network, a global coalition promoting responsible advertising. “This is not about slowing innovation, but ensuring it benefits both business and society.”

Call for action

The UN brief urges policymakers to align AI and advertising governance with international standards on information integrity and to work with industry and civil society to improve transparency.

For advertisers, it recommends greater visibility across AI supply chains, prioritising high-quality media environments, and using financial influence to push platforms toward stronger user safeguards.

The report also cites evidence suggesting that improved transparency in media buying can lead to double-digit gains in advertising performance, indicating that responsible practices may also deliver stronger business results.