Cannes Lions International Festival of Creativity has introduced new “integrity standards” following a series of controversies in the wake of this year’s awards.
Cannes Lions said it may ban agencies for up to three years if they submit “wilfully false or misleading work”.
The “Global Integrity Standards”, which include five accountability measures, will take effect from the 2026 Cannes Lions. The standards require that each entry to the awards is approved by leaders from both the ad agency and brand.
Cannes Lions will also introduce a “dual-layer” verification system, which will include both manual and AI checks, as well as establish an Integrity Council and publish an annual Integrity Audit.
Simon Cook, chief executive of Lions, said: “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.”
Cannes Lions started an investigation into Brazilian agency DM9’s “Efficient way to pay” for Consul, which won the Creative Data Grand Prix, following allegations that the case study was doctored. The agency then admitted there were errors in the submission.
Cannes Lions and DM9 mutually withdrew the Grand Prix-winning work alongside two other campaigns from the DDB shop.
DM9’s chief creative officer and co-president, Icaro Doria, who took full responsibility for the incident, stepped down from his role.
Meanwhile, AB InBev apologised for boasting of avoiding music royalties in one version of a case study for “One second ads”, which won the Grand Prix in the Audio & Radio Lions.
Havas Costa Rica’s work, “Lessons of shame”, and LePub São Paulo’s “Followers store” campaign for New Balance and São Paulo FC also came into question.
The five integrity standards as set out by Cannes Lions are:
Integrity standard 1: Ownership and Authorship
Accountability, partnership and permission
Every submission must be approved by the business leader of the entrant company and by a senior marketer from the commissioning brand. These declarations confirm that all submissions, including case films, written submissions, data, and claims, are factually accurate, responsibly sourced and representative of real-world events and outcomes.
Integrity Standard 2: Veracity of Claims
Rigorous, two-tier fact-checking system
A new dual-layer verification system will combine manual checks with AI-led analysis to interrogate the veracity of claims made by each entry. This marks the first time a human-plus-AI hybrid infrastructure has been institutionalised across the global awards to bolster existing measures.
Objective, independent expertise and support
Cannes Lions Juries will have access to an objective and independent data and measurement expert at their request, throughout judging, to provide further technical scrutiny across impact claims, campaign effectiveness, media impact and data interpretation.
AI integrity handbook: The AI Integrity Handbook will set a global standard for award integrity in the age of AI, protecting trust, creative legitimacy and transparency. It will outline what is acceptable, what must be disclosed, and what constitutes a breach. This clear and replicable model* is designed for the use of entrants, jurors, and stakeholders, and encouraged for adoption across the industry.
*Informed by OECD AI Principles, Partnership on AI – Synthetic Media Guidelines, and the UNESCO AI Ethics Recommendation.
Integrity Standard 3: Consequences of misrepresentation
Disqualification and withdrawal: Cannes Lions reserves the right to disqualify or withdraw any awards entry at any stage of submission or judging, including after a Lion has been awarded, if material misrepresentation is found. This includes the right to request additional documentation or testimony from entrants or clients at the highest level of seniority.
Sanctions for deliberate misconduct: Companies found to have wilfully submitted false or misleading work may be banned from participation for up to three years. Jury eligibility may also be revoked. All sanctions will be determined through an independent review process to ensure neutral and objective oversight is prioritised.
Integrity Standard 4: Due process & independent oversight
Independent integrity council and due process: All escalated cases will be reviewed by a newly established Integrity Council made up of legal, ethical, and neutral industry experts. Entrants will have the right to respond and appeal within a reasonable timeframe.
Integrity Standard 5: Transparency in governance
Annual creative benchmark integrity audit: To ensure transparency, Cannes Lions will publish an annual Integrity Audit documenting an overview of concerns that lead to continuous improvements to the system that underpins the global benchmark for creativity.
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