FEDMA adopts its Ethical AI-Powered Marketing Charter: A milestone initiative for responsible AI integration in marketing
BRUSSELS, 14 January 2025 – The Federation of European Data and Marketing (FEDMA) is proud to announce the publication of the Ethical AI-Powered Marketing Charter, initiated by the Belgian Association of Marketing (BAM) and in collaboration with FEDMA’s AI Working Group. This comprehensive framework represents a significant milestone in fostering responsible integration of Artificial Intelligence (AI) within the data-driven marketing sector.
In today’s rapidly evolving marketing landscape, AI has opened groundbreaking opportunities for innovation, efficiency, and personalized customer experiences. However, these areas of progress require that AI is used responsibly. The Ethical AI-Powered Marketing Charter establishes clear guidelines to help organizations instrumentalize the potential of AI while upholding fundamental values of trust, transparency, and integrity.
The Charter is designed to guide organizations and companies with clear and actionable standards for the responsible development and use of AI in data-driven marketing. The Charter outlines ethical principles to guide AI deployment, ensuring transparency, fairness, and accountability,
Supporting the future of data-driven marketing
By adhering to these principles, FEDMA and its members aim to further transform data-driven marketing into a driver for positive change, enhancing consumer trust, and driving significant societal impact. This initiative emphasized FEDMA’s commitments towards AI that actively contributes to elevating marketing but also ensures consumer interest and societal values remain protected.
“The Ethical AI-Powered Marketing Charter is more than a set of guidelines; it’s a commitment to shaping the future of data-driven marketing responsibly,” said Fleur Parnet, CEO at BAM. “With AI at the core of marketing innovation, it is essential to establish a future-proof framework, which is in line with the founding DNA of BAM the so-called Meaningful Marketing Framework, that prioritizes ethical considerations, protects consumers, and enables innovation”.
The Charter provides actionable insights and practical measures to ensure AI-powered marketing initiatives remain ethical, transparent, and beneficial to all stakeholders. It serves as a valuable resource for marketing professionals, organizations, and policymakers navigating the complexities of AI in data-driven marketing.
You can find the full document here.
About FEDMA:
The Federation of European Data and Marketing (FEDMA) is one of the most respected and influential advocacy trade associations in Brussels on all matters related to privacy, consumer protection and data-driven marketing. Our objective is to promote and protect the European data-driven marketing industry by creating greater acceptance and usage of data marketing by European consumers and business communities. FEDMA develops ethical standards for the industry to ensure greater consumer trust, and fights for the freedom of communication by encouraging European institutions to ensure a healthy commercial and legislative environment within which the industry may operate and develop.
