The certification’s expansion provides more publishers with a trusted signal of responsible, transparent and trustworthy AI use
SCHAUMBURG, Ill. (April 22, 2026) — The Alliance for Audited Media’s Ethical AI Certification program is now available to all publishers as part of their AAM membership. The move follows feedback from AAM’s board of directors and members who identified a need to expand the program to support greater AI transparency and accountability.
Publishers are navigating rapid AI adoption, emerging regulatory proposals and rising audience expectations for disclosure and oversight. Recent research from the Local Media Association found that nearly 99% of news audiences expect human involvement when AI is used, and more than two-thirds say clear disclosure builds trust.
“The industry is moving quickly to adopt AI, but trust remains a critical factor in how these technologies are implemented and used,” said Richard Murphy, AAM’s CEO, president and managing director. “By expanding access to our certification, we’re helping publishers demonstrate and communicate responsible AI use to their subscribers, advertisers and partners."
AAM’s Ethical AI Certification was developed by the industry for the industry and provides a structured framework to help companies develop, implement and demonstrate responsible AI governance. It evaluates publishers across eight key areas including transparency, governance, bias and fairness and privacy. The program was recently updated to incorporate elements of the IAB’s AI Transparency and Disclosure Framework to strengthen industry alignment.
During the certification process, companies receive feedback to optimize AI governance policies, processes and oversight. Upon successful completion, publishers can signal their responsible AI practices to advertisers, audiences and partners with AAM’s Ethical AI Certification seal for use on their websites and media kits and an updated listing on AAM’s Assurance List.
To learn more about the state of AI in media and AAM’s ethical AI framework, download AAM’s Assurance Outlook: Ethical AI.
ABOUT THE ALLIANCE FOR AUDITED MEDIA
As the leading global not-for-profit media assurance organization, the Alliance for Audited Media advances transparency, accountability and trust across media and advertising. From cross-media audits and data verification to industry certifications in areas such as brand safety, measurement, retail media and ethical AI, AAM validates the data and processes that power today’s media. Through impartial assurance and forward-thinking frameworks, AAM helps organizations demonstrate credibility and authenticity in a rapidly evolving media ecosystem. Learn more at auditedmedia.com.