The new question in advertising: real faces, real people… or just a good illusion?

Posted 22 Jul

We see all sorts of creative campaigns cross our desks — from the bold and cheeky to the polished and premium. But a recent submission raised a surprising question about what’s considered acceptable in public spaces… and why. 

THE SCENARIO
THE SCENARIO

A client submitted a digital billboard campaign featuring AI-generated women — fully visible faces, smiling, similar outfits to what you’d see on any high street ad. Yet, it was knocked back for being “too suggestive” under industry regulations.

When the client swapped the AI imagery for real-world photography — similar poses, same smiles, arguably more provocative styling — the creative was approved.

It made us stop and think: Are we regulating the imagery, or the sense of agency behind it?

The fine line of out-of-home standards

Out-of-home (OOH) advertising in Australia follows clear guidelines via the Outdoor Media Association (OMA). Content must avoid discrimination, objectification, and overt sexualisation. Models should “appear confident and consenting,” and the tone should reflect community standards — especially in public spaces where the audience is broad and varied. These are principles we believe in. OOH is visible, it’s communal, and with that comes a responsibility to reflect social standards. But the rise of AI introduces a new grey area: If the person in the image isn’t real, can they appear “confident and consenting”? And why is a near-identical image acceptable when it’s of a real person?

The Growing AI Tension in Advertising

On social media, the rules are shifting. Platforms like Instagram now label “Made with AI” content. TikTok requires AI disclosures. But in OOH, those distinctions don’t yet exist — the decision is based purely on perception: does the image feel respectful, appropriate, human?

What we’ve observed is this:

• Real people — even in sexualised poses — are more likely to be approved when they’re smiling, confident, and present.
• AI-generated figures, even when smiling, trigger more scrutiny — because without a real person behind the photo, it can feel hollow, manufactured, or ethically ambiguous.

A Question Worth Asking

The role of OOH is to connect brands with audiences in authentic, culturally relevant ways. That means considering not just the aesthetics of an ad, but the intent behind it.

We’re not here to make blanket calls on creative direction — but we do believe these conversations matter:

• What is appropriate public representation?
  
• Do AI models change our standards, or simply challenge us to apply them more thoughtfully?
  
• How do we balance freedom of creative expression with evolving community expectations?
  

At goa, we’ll continue to work closely with our clients to ensure campaigns are bold, engaging, and respectful of community standards — whether the faces we show are real or rendered.

Because in public spaces, representation always matters.

If you'd like to discuss how to navigate creative approvals or OOH best practice, our team is always happy to help.