The International Creativity Festival Cannes Lions has announced the implementation of new global standards of integrity and responsibility which will be applicable to all inscriptions. After an exhaustive review process, given the recent controversy for the irregularities committed by the Brazilian agency DM9 to which the Grand Prix of Creative Data was withdrawn, the contest has defined a renewed framework that seeks to strengthen accountability, rigor and confidence around creative excellence.

“The industry panorama is changing at a dizzying speed,” Simon Cook, CEO of Lions said. “And, like the rest of the sector, Cannes Lions is adapting to be up.”

After the edition of this 2025, collective concerns have emerged around the Content manipulationthe use of synthetic media and the application of artificial intelligence in campaigns, which has led to the withdrawal of works that had already been rewarded with a lion. Following this precedent, the festival has announced a new set of rules that will be applied from 2026 to all inscriptions, with the aim of safeguarding the integrity of the awards.

New integrity standard

From 2026, Cannes Lions will implement the following measures in all its associated awards and contests. These standards will be reviewed continuously, “Given the speed with which the sector evolves”they explain.

Property and authorship
Each piece presented must have The formal approval of the participating agency leader and a senior marketing manager advertiser. This joint statement will confirm that all the materials sent – vides, texts, data and statements contained in the case – are true, have been obtained responsible and represent facts that are real.

Two -level verification system
A dual verification system that will combine will be launched Manual (human) analysis with tools driven by artificial intelligence. Thus, a human hybrid infrastructure+IA is institutionalized with the objective of strengthening existing control measures.

During the evaluation process, jurors may request the assistance of an independent expert in data and measurement to technically analyze statements related to the impact of the campaign in question, its effectiveness, media impact and interpretation of the data.

In addition, a Integrity manual in AI*which will establish a global standard to preserve creative legitimacy, trust and transparency in the current context. This document will detail what practices are acceptable and what constitutes an infraction. The model will be available for participants, jurors and other actors in the sector, and its adoption is recommended at a general level.

*The manual is inspired by the principles of the OECD on artificial intelligence, the guidelines on synthetic media of partnership on ai and the recommendation of UNESCO on ethics in AI.

Disqualification and sanctions
Cannes Lions reserves the right to disqualify or withdraw any registration In any phase of the process, even after being awarded, if a substantial misrepresentation is detected. In those cases, you may request additional documentation or testimonies from the participants or their clients at the highest level.

Companies incurred in deliberate bad praxis may be excluded from future editions for up to three years. You can also revoke the eligibility of its representatives as a jury. All sanctions will be evaluated through an independent review process that guarantees neutrality and objectivity.

Independent supervision
A new will be created Integrity Councilcomposed of legal, ethical and independent experts from the sector. This organ will be in charge of reviewing the most complex or controversial cases, guaranteeing the right of the participants to respond and appeal within a reasonable time.

Annual audit
Cannes Lions will publish a Creative Integrity Auditin which it will document the main registered incidents and the applied improvements.

“Creativity only has value if it is credible”Simon Cook says. “And credibility must be won, not to be assumed. These timely changes mark the beginning of a new era for all. Not only for Cannes Lions, but for the future of global creative marketing. Creative excellence must be synonymous with integrity.”