Cannes Lions has announced a new set of global integrity standards for its awards, aimed at addressing growing concerns around synthetic media, AI use, and the authenticity of submissions. The updated framework will be applied to all entries from 2026 onwards.
Simon Cook, CEO of LIONS, said: “The industry landscape is changing at lightning speed. And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”
During the 2025 edition of the Festival, some award-winning work was withdrawn following concerns about manipulation and the use of artificial media. In response, Cannes Lions has outlined a set of measures to ensure accountability, transparency, and oversight in the entry process.
From next year, submissions will be required to meet five newly defined integrity standards:
Ownership and Authorship
Each submission must be approved by both a senior marketer from the commissioning brand and the business leader of the entrant company. This confirmation will cover the accuracy of case films, written entries, data, and outcome claims.
Veracity of Claims
A new two-tier fact-checking process will be introduced, combining manual review and AI-led analysis. Juries will also have access to independent experts for support on data interpretation, campaign effectiveness, and media analysis. An AI Integrity Handbook will be published, detailing disclosure requirements and definitions of acceptable practice. It has been informed by existing AI ethics guidelines from OECD, UNESCO, and the Partnership on AI.
Consequence of Misrepresentation
Entries may be withdrawn or disqualified at any point if material misrepresentation is identified. Cannes Lions also retains the right to request supporting documentation or senior-level testimony. Companies found to have knowingly submitted false work may be banned for up to three years, and jury positions may be revoked.
Due Process and Oversight
Escalated cases will be reviewed by an independent Integrity Council made up of legal, ethical, and industry experts. Entrants will have the right to respond and appeal.
Transparency in Governance
An annual Creative Benchmark Integrity Audit will be published, outlining key concerns and informing future updates to the awards process.
Cook added: “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for, and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”
He concluded: “Creativity is only valuable if it’s credible. And credibility must be earned, not assumed. These timely changes mark the beginning of a new era for us all - not just for Cannes Lions, but for the future state of global creative marketing.”
