Ethics of Transparency and Deception in AI-Generated Advertising Images

Abstract

In the digital era, artificial intelligence (AI) has become a pivotal tool in the creation of advertising imagery. Its capacity to generate hyper-realistic visuals and synthetic truth has raised significant ethical challenges, particularly regarding the blurred boundaries between creativity and deception, which directly affect consumer trust. This academic article aims to analyze the ethical dimensions of AI-generated advertising images and propose guidelines for responsible governance. The study employs qualitative research through documentary analysis, utilizing critical content synthesis based on three major ethical frameworks: 1) fundamental ethical theories and the concept of hyperreality, 2) communication ethics and discourse ethics, and 3) professional advertising ethics in Thailand.

The findings reveal that while traditional ethical frameworks remain valuable, they are insufficient to address emerging contexts in which the distinction between reality and artificial creation has become increasingly ambiguous. The author synthesizes these insights to propose the “TRUTH Model” (Transparency, Representation, User Impact, Threshold, and Honesty) as a conceptual guideline for ethical practice and decision-making. Furthermore, the study recommends governance mechanisms that emphasize concrete transparency, including standardized labeling and clear disclosure when AI-generated or AI-manipulated content is used. These measures aim to balance technological innovation with social responsibility and to promote media literacy in the digital age.