Accuracy and ethics: using AI responsibly in marketing
The general rules are at the bottom of every page. Here is what they mean specifically for marketing.
Substantiation
No claim without evidence.
Disclosure
Disclose sponsorships and material connections.
Customer data
Keep CRM exports out of public bots.
A one-minute check before you use any bot output
- Did I put any personal or confidential data into a tool that isn't approved for it?
- Have I checked every fact, number, citation and quote against the original?
- Would I be comfortable explaining to my client, patient, employer or regulator how I used AI here?
- Am I, the responsible professional, signing off on this myself?
Accuracy and ethics, every time
- Confidentiality: never paste client, patient, student, employee or customer personal data (PII/PHI) into a public bot. Use tools your organization has approved, with contract terms that cover data use, or remove identifiers first.
- Verify everything: bots can invent citations, case law, statistics, doses, code sections and quotes that look real. Check each one against the original source before you rely on it.
- Not professional advice: these tutorials teach you how to use AI tools. They are not legal, medical, tax, financial or engineering advice.
- A human professional is responsible: the licensed or accountable person reviews, decides and signs. The bot drafts; you own the result.
- Prices change: we don't list product prices. Check each vendor's official pricing page.
Official sources for this section
- FTC: Advertising and Marketing: truth in advertising
- FTC: Endorsement Guides FAQ: disclosures
- U.S. Copyright Office: AI: copyright and AI
Links checked Oct 30, 2026. Rules differ by state and country; follow your licensing body and employer policy.
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