Ethical Responsibility of AI-generated Content in Digital Advertising: Transparency, Trust and Platform Accountability

Abstract

Artificial intelligence is profoundly reshaping the production and dissemination of digital advertising. Although the content generated by AI has improved the efficiency of creation, it has also caused ethical problems such as false endorsements, hidden advertisements, and algorithm amplification. Based on the ethics of obligation theory, social responsibility theory and utilitarian ethics, this article uses case analysis to critically analyze the phenomenon of ethical misconduct in AI digital advertising. The study found that the platform failed to fully fulfill its public responsibility as a digital communication gater in the process of pursuing commercial interests. This article proposes that the platform should assume the responsibility of algorithm ethics, governance transparency and collaborative governance to rebuild public trust in digital communication.

Introduction

Generative Artificial Intelligence (AI) is transforming digital advertising by enabling the low-cost and efficient creation of images, videos, advertising copy, voiceovers, and virtual spokespersons. However, the rapid development of AI technology has created ethical challenges, including misleading advertisements, fake celebrity endorsements, lack of transparency, and the spread of false information through recommendation algorithms.

The study examines the ethical responsibilities of digital platforms, advertisers, and AI technology companies in managing AI-generated advertising. It identifies a research gap in the lack of an integrated framework connecting advertising effectiveness, platform governance, and ethical responsibility.

The research applies three major ethical theories: Deontological Ethics, which emphasizes honesty and the audience's right to know; Social Responsibility Theory, which requires platforms to protect the public interest; and Utilitarian Ethics, which focuses on maximizing overall social welfare and maintaining long-term consumer trust.

The study argues that digital platforms cannot avoid responsibility by claiming technology neutrality. They must ensure transparency, verify AI-generated advertisements, prevent misleading content, and regulate algorithms that may amplify harmful advertisements. It also highlights the risks of AI-generated celebrity endorsements and undisclosed advertising, which can mislead consumers and damage public trust.

To address these challenges, the study recommends mandatory and visible AI-content labeling, ethical algorithm design, rapid reporting and removal of false advertisements, collaboration among platforms and regulators, and improved public AI literacy.

Conclusion

The widespread adoption of artificial intelligence technology is comprehensively reshaping the production, distribution, and dissemination logic of digital advertising, while simultaneously giving rise to new types of ethical risks in communication. Based on a three-dimensional analytical framework encompassing deontological ethics, social responsibility theory, and utilitarian ethics, this paper systematically dissects the ethical misconduct phenomena present in the current AI digital advertising domain. The study reveals that the emotional amplification mechanism of platform algorithms, the lack of transparency in AI content disclosure, and the ambiguity in defining the responsibilities of multiple stakeholders collectively contribute to communication chaos, such as false celebrity endorsements, invisible AI integration, and the spread of misleading information Given that existing research mostly explores AI advertising effectiveness, platform governance, or communication ethics in isolation, lacking an integrated analytical framework, this paper constructs a systematic analysis model of AI digital advertising ethical risks and governance paths. The study confirms that digital platforms cannot rely on \"technological neutrality\" to avoid public responsibility, and must establish a balanced mechanism between commercial interests and public welfare. To regulate the order of intelligent advertising dissemination and rebuild public trust, this article proposes a multi-dimensional governance approach, including implementing mandatory AI content labeling, promoting ethical algorithm transformation, establishing a proactive risk response mechanism, building a multi-party collaborative governance system, and enhancing public AI media literacy. Through systematic ethical governance and institutional improvement, we can effectively reduce the ethical misconduct issues of AI digital advertising and build a transparent, trustworthy, and responsible intelligent dissemination ecosystem.

References

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Copyright

Copyright © 2026 Zihan Wang, Mohd Haizra Hashim. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.